For many schools, alcohol sales are not a part of any school event. That obviously includes sporting events, including what is often the most attended event at most schools: football games. However, that could be changing.
The University of Texas allowed full alcohol sales at Darrell K. Royal-Texas Memorial Stadium this season, and the results appear to be a resounding success. According to the Houston Chronicle, the sales brought in $1.8 million in revenue for the Longhorns this year. Most of the sales came from Miller Light, Bud Light, and Coors Light, with the Chronicle pointing out that Miller sales ($493,856) brought in more revenue than sales of bottled water ($366,416).
While some states and schools are still refusing to make alcohol sales a part of collegiate sporting events, the fact that Texas just made nearly $2 million in revenue off of these sales may change the minds of some officials.
Now, there is a bit of a catch here; Texas does have one of the largest football stadiums in college football, so their revenue figures shouldn't be expected by every school out there.
However, the Longhorns still pulled in that kind of money while only playing six home games during a bad season. If the sales were expanded to college basketball and baseball games, it is likely that most schools and athletic departments would be happy with the revenues that those sales bring in.
