Beer and Ball On Campus? The Issue of In-Stadium Alcohol Sales

Submitted by Mark Mitchell, Ph.D*, Robert D. Montgomery, Ph.D*

1* Department of Marketing and Resort Tourism, Coastal Carolina University, Conway, South Carolina 29528

2* Department of Marketing, University of Evansville, Evansville, Indiana 47722

Mark Mitchell, DBA is Professor of Marketing and Chair of the Department of Marketing and Resort Tourism at Coastal Carolina University in Conway, SC.

Robert D. Montgomery, DBA is Professor of Marketing at the University of Evansville in Evansville, IN.


This manuscript examines the issue of in-stadium alcohol sales for collegiate sporting events. In the past decade, there has been an increase in the number of Division I FBS football programs allowing alcohol sales in their stadiums. While it is currently not the norm (25% do allow it, 75% do not allow it), the number is increasing. And, others allow alcohol sales in premium seats as well other smaller venue sports (such as baseball and basketball). This manuscript examines: (1) the reasons collegiate athletic departments might consider allowing in-stadium alcohol sales, (2) the mitigating constraints that may cause them to not allow its availability, and (3) a look a current ‘best practices’ among institutions that currently allow in-stadium alcohol sales.

Key words: in-stadium alcohol sales, beer sales, fan experience, tailgating. (more…)