Beer sales during Univ. of Illinois football games "totalled $488,115 this season," which was the first time fans in general seating at Memorial Stadium could "pop a cold one at the game," according to Julie Wurth of the Champaign NEWS-GAZETTE. The number is "higher than the low six-figure mark officials had predicted last spring, but not all of that will be profit" for the athletic department. UI Senior Associate AD/Sports Administration Jason Lener said that revenue will be "split with Spectra, which provides concessions for UI athletic events," and the athletic department also will have to "deduct extra costs such as added security at the games." The biggest sales came "during three Big Ten games against Nebraska ($124,085), Michigan ($90,408) and Wisconsin ($85,815)." Lener said Nebraska being the only night game "lent itself to having higher numbers." He added that the student section made up only 3% of "total beer sales, with $16,475." He also said that UI is "still working out" what its "profit share from Spectra will be" (Champaign NEWS-GAZETTE, 12/10).
