Louisiana State University (LSU) made more than $2m from alcohol sales at its sports events in the first season in which restrictions were lifted at the 102,000-capacity Tiger Stadium.
The department made $2.26m in net revenue off beer and wine sales in public areas at its vast Tiger Stadium. The more than 280,000 drinks, which do not include sales in premium areas, were sold across seven home games in the regular season.
Figures released by LSU show that Michelob Ultra was the most popular drink, with 128,627 units sold. The booziest home game of the year came against Florida, during which fans bought more than 54,000 drinks.
In June, US college sports organisation the Southeastern Conference (SEC) rolled back more than three decades of tradition by moving to allow the sale of alcoholic beverages inside the stadia and arenas of its member schools.
It became the last major conference to abolish such a ban, allowing its schools to tap into a new revenue stream. Under a revised policy, each institution in the Conference now has the autonomy to determine the permissibility of selling alcoholic beverages in its athletics venues, subject to certain Conference-wide alcohol management expectations.
At the time SEC commissioner Greg Sankey said: “Our policy governing alcohol sales has been a source of considerable discussion and respectful debate among our member universities in recent years.
“As a Conference, we have been observant of trends in the sale and consumption of alcohol at collegiate sporting events and have drawn upon the experiences and insights of our member schools which have responsibly established limited alcohol sales within controlled spaces and premium seating areas. We remain the only conference to set forth league-wide standards for the responsible management of the sale of alcoholic beverages.”
Texas A&M, LSU and the University of Mississippi each announced they would sell alcohol, but the University of Georgia decided to keep its 92,746-capacity Sanford Stadium alcohol free for the 2019-20 season.