Arielle Cruz
Alcohol sales at college football games have been a topic of debate in recent years, with many schools joining the trend of starting in-stadium alcohol sales. In 2019, the SEC voted to lift the ban on stadium-wide alcohol sales, allowing each member school to decide whether to implement the new policy. This decision was made to increase attendance and revenue, but it has also raised concerns about potential negative consequences, such as increased underage drinking and a less family-friendly environment. While some SEC schools, like Texas A&M, LSU, and Tennessee, have announced they will sell alcohol to the general public, others, like Alabama and Auburn, have chosen not to make any changes. As the 2023-24 college football season gets underway, it remains to be seen how many SEC stadiums will be allowing alcohol sales and what impact this will have on the overall game-day experience.
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What You'll Learn
SEC stadiums allowing alcohol sales
In 2019, the SEC lifted a ban on stadium-wide alcohol sales, allowing each member school to decide whether to sell alcohol. The decision was made to boost attendance and revenue, joining a trend that began over a decade ago.
While the financial benefits of alcohol sales are clear, the health consequences are less predictable. For example, West Virginia University generated an additional $700,000 in revenue after implementing in-stadium alcohol sales, but research found that alcohol-related incidents in Morgantown increased every year. The University of Texas and Ohio State University also saw a boost in revenue after starting alcohol sales, generating over $1 million each.
Several SEC schools have announced that they will sell alcohol to the general public at football games, including Texas A&M, LSU, Missouri, Tennessee, and Vanderbilt. These schools have joined a growing number of colleges selling alcohol in their stadiums, with 55 out of 69 Power 5 conference schools now selling alcohol in public areas of their stadiums on game days.
However, there are concerns about the potential negative impact on the fan experience, particularly for families and underage students. Allowing alcohol sales at SEC games may create a less family-friendly environment and increase the risk of negative fan behavior. It could also contribute to the existing challenges of alcohol-saturated cultures at colleges and universities.
While the decision to allow alcohol sales in SEC stadiums may bring financial benefits, it is important to carefully consider the potential health and social consequences to ensure a safe and enjoyable experience for all fans.
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LSU Tigers
In 2019, the Southeastern Conference (SEC) lifted its ban on alcohol sales in stadiums, allowing each school to decide how to implement the new policy. LSU was one of the first SEC schools to take advantage of this change, introducing alcohol sales at Tiger Stadium for the 2019 season.
LSU's policy allowed alcohol sales across the stadium, except in and near the student section. The school's athletic director, Scott Woodward, emphasised the decision was about "enhancing the fan experience" and that it would be approached "responsibly" and with "thorough planning". LSU fans expressed excitement about the change, with many celebrating the ability to walk around the stadium with beers.
The introduction of alcohol sales at LSU games proved to be a financial success, generating $2.259 million in net revenue from the sale of over 280,000 alcoholic beverages in public areas of the stadium in the first season. LSU's policy included measures to ensure responsible drinking, such as requiring valid ID for purchase and limiting fans to two drinks per transaction.
Despite the success, the decision to exclude the student section from alcohol sales was met with some disappointment from the LSU student body. The LSU student government president, William Jewell, questioned the logic of selling alcohol to fans under 21 while restricting sales to students of the same age. He argued that allowing alcohol sales in the student section could be safer and help limit binge drinking before games.
While the financial benefits of in-stadium alcohol sales are evident, the health and social consequences are less clear. Some studies suggest that stadium alcohol sales can reduce binge drinking and alcohol-related incidents, while others find that alcohol-related incidents in the surrounding area may increase. The impact of alcohol sales on families and underage students attending SEC games has also been raised as a concern.
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Texas A&M Aggies
- Alcoholic beverages are only available to fans aged 21 and up with a valid photo ID.
- No more than two alcoholic beverages may be purchased per transaction.
- All beverages containing alcohol must be served in a cup, rather than bottles or cans.
- Alcohol sales will stop at the end of the third quarter of each football game.
- Alcohol is prohibited on the field level, but it can be taken to all other areas of the stadium.
Texas A&M has also implemented measures to ensure responsible service and a safe environment for fans. This includes increased security and the addition of 250 team members supporting beer and wine sales. Staff will undergo State of Texas Alcohol Responsibility Training to recognize fake IDs and over-intoxication, and law enforcement will maintain a strong presence at each game.
The university's decision to expand alcohol availability is in line with the SEC's lift of the ban on stadium-wide alcohol sales, which has been a contentious topic. The SEC's decision is likely driven by financial considerations, as alcohol sales can boost revenue and attendance. However, there are concerns about the potential impact on students' susceptibility to addiction, underage drinking, and family-friendliness of the environment.
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Negative fan behaviour
One concern is that alcohol sales at SEC games, where many attendees are underage, may contribute to negative fan behaviour and send the message that it is acceptable to overindulge in alcohol. This could lead to increased alcohol consumption among college students, who already face challenges due to the alcohol-saturated culture at many colleges and universities. In addition, the presence of alcohol may make the environment less family-friendly, as families may be concerned about the potential for inappropriate or dangerous behaviour from intoxicated fans.
To mitigate these risks, stadiums can implement various alcohol control policies and practices. For example, most stadiums limit the number of alcoholic beverages per sale to one or two and require age identification checks for patrons who appear younger than a certain age. Some stadiums also designate alcohol-free sections and stop selling alcohol before the end of the game to prevent intoxication and allow fans to sober up before leaving. Proper staff training is also crucial; staff should be able to recognize intoxication, correctly check identification, and handle inebriated fans to prevent and de-escalate violent situations.
Other strategies to reduce negative fan behaviour include providing sectioned and personal seating to facilitate crowd control and quick isolation and removal of violent spectators. Removing disruptive spectators through measures such as prohibiting heckling and providing hotlines to report aggressive behaviour can also help prevent minor incidents from escalating. Stadiums should also ensure proper security measures, such as bag checks and metal detectors, to prevent spectators from bringing their own alcohol and using bottles as weapons.
By implementing these measures, stadiums can work towards reducing negative fan behaviour and creating a safer and more enjoyable environment for all attendees.
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Increased attendance
Alcohol sales in college football stadiums have been a contentious issue, with some arguing that it could lead to increased alcohol-related incidents and a less family-friendly environment. However, in 2019, the SEC voted to lift the ban on stadium-wide alcohol sales, allowing individual schools to make their own decisions. This move was expected to bring in more revenue and boost attendance numbers, which had been dwindling, with the SEC hitting a 16-year low the previous season.
Indeed, many universities within the SEC have chosen to start selling alcohol to the general public at football games, including the University of Tennessee, Texas A&M, LSU, Missouri, and Arkansas. These universities joined the growing trend of colleges across the country that have implemented in-stadium alcohol sales.
The financial benefits of in-stadium alcohol sales are evident, with universities like West Virginia University, the University of Texas, and Ohio State University generating significant additional revenue. For example, West Virginia University brought in an extra $700,000 after introducing in-stadium alcohol sales in 2011. The University of North Carolina also experienced a boost in revenue, with about $4 million in sales over five seasons.
While the financial gains are clear, the impact on attendance and game-day experience is more complex. Industry experts suggest that the availability of alcohol may attract fans who would otherwise stay home, improving the game-day experience. However, determining whether alcohol sales directly increase attendance is challenging to quantify. Some fans may be encouraged to enter the stadium to purchase alcohol, but there is also a risk of negative fan behavior and inappropriate situations for families and underage students.
Universities must carefully consider the potential consequences and implement guidelines to ensure responsible alcohol consumption. This includes following restrictions such as limiting sales to beer and wine, imposing drink limits per transaction, and designating specific stop times for sales. While in-stadium alcohol sales can provide financial benefits and potentially enhance attendance, universities must also prioritize the safety and well-being of their fans and students.
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Frequently asked questions
Ten SEC schools sell alcohol at games, including LSU, Tennessee, Texas A&M, Arkansas, and Missouri. Alabama allowed alcohol sales in 2022, and Texas, Florida, Ole Miss, and Kentucky also permit sales.
No, the sale of alcohol at SEC stadiums was banned until 2019.
Alcohol sales were banned at SEC stadiums due to bylaws restricting sales to private and controlled areas.
Alcohol sales are limited to beer and wine in public seating areas. No hard liquor or mixed drinks can be sold.
