Economic Woes Spark Revival of Beer Sales at College Stadiums

Some college stadiums are turning to beer sales to improve their bottom line as the economic downturn puts a dent in their other revenues, the Wall Street Journal reported Sept. 12.

Fans of the University of Louisville at Lafayette were able to buy beer inside their team’s stadium for the first time this weekend, as were University of Memphis fans at the Liberty Bowl. The University of Akron and the University of Maryland also began selling beer to their luxury-box patrons.

About one in four NCAA Division I schools allow alcohol sales in at least portions of their stadiums. Even as some turn to beer sales by citing economic necessity, others have limited or ended alcohol sales and even alcohol advertising in some cases — sometimes in direct response to alcohol-related incidents.

The NCAA bans alcohol sales during championship games but has not exerted control over regular-season games.

The city of Memphis, which owns the Liberty Bowl, expects to make $200,000 annually from beer sales. Jack Sammons, chief administrative officer for the city of Memphis, said that while the city realizes “the university would prefer we not sell beer … it’s my job is to look under every rock these days for new revenue opportunities, so we’ve agreed to disagree.”