A growing number of schools are bringing the party inside, opening taps in concourses that traditionally have been alcohol-free zones.
North Texas, SMU and Troy University will begin beer sales to the general public this season. They’re among 21 on-campus football stadiums where any fan of legal age can grab a brew. That’s more than twice as many as five years ago.
Most schools continue to keep alcohol restricted to premium seating areas, if they allow it at all. But offering alcohol is increasingly attractive for some campuses, especially for cash-strapped athletic departments outside the Power 5 conferences. Those schools, especially, are looking for ways to keep fans coming to their stadiums instead of sitting in front of their HD TVs at home or at sports bars.
They’re also encouraged by the schools that were among the first to sell alcohol and didn’t report an increase in bad behavior from students and other fans.
“Every institution is looking at how they can increase revenue streams, and alcohol is one of those,” said Jeff Schemmel, president of the consulting firm College Sports Solutions LLC. “Everything is on the table.”
There are 11 municipal stadiums where FBS teams are tenants and alcohol is available to the general public. The municipality usually keeps most, if not all, of the alcohol proceeds. The NCAA does not sell alcohol to the general public at its championship events. Schools and conferences are allowed to make their own policies.
