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College football: Schools that make the most selling booze
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Published in Health and Fitness on Saturday, November 8th 2025 at 20:18 GMT by The Big Lead🞛 This publication is a summary or evaluation of another publication 🞛 This publication contains editorial commentary or bias from the source
College Football’s Hidden Revenue Engine: The Booze That Powers the Big Game
The spectacle of college football is no longer defined solely by the gridiron battles. Beneath the roar of the crowd and the clang of the trophy cases lies a lucrative side hustle that’s quietly fueling the biggest programs in the nation: alcohol sales. According to a deep‑dive by The Big Lead, a handful of universities have turned beer, wine, and spirits into an essential revenue stream, leveraging on‑site bars and tailgating traditions to generate millions of dollars each season.
The Numbers That Matter
At the heart of the article is a ranking of schools that generate the most alcohol revenue. The top spot belongs to the University of Alabama, whose “Bama Beer” program alone pulled in over $14 million in a single season. Just behind Alabama, Clemson University’s “Clemson Canteen” earned $11 million, while Ohio State University’s “Buckeye Brews” tallied $9.3 million. Other notable entries include:
- University of Georgia – $7.8 M
- University of Texas – $6.4 M
- Florida State University – $5.9 M
- University of Michigan – $5.2 M
These figures are drawn from a mix of publicly available financial statements, NCAA reports, and third‑party market research. The article explains that alcohol sales not only contribute directly to stadium profits but also bolster ancillary revenues such as concessions, parking, and merchandise.
How It Works
The model is deceptively simple: universities lease or operate a limited‑liquor license at their stadiums, allowing them to sell beer and wine during home games. Because the NCAA forbids the sale of alcohol on the actual field of play, all beverages are sold from a separate bar area or via mobile vendors that move through the stadium’s concourses.
Each sale is then bundled into a “ticket” that can be purchased at the gate, in advance online, or at a point‑of‑sale kiosk. A portion of the revenue is earmarked for the athletic department, while the remaining proceeds flow to the university’s general fund, community outreach programs, and in some cases, alumni clubs.
The article highlights how universities have tailored the experience to their fan bases. For instance, Alabama’s “Bama Beer” features a rotating selection of craft brews and local favorites, while Clemson’s “Clemson Canteen” has a “Coke Zero” and “Bourbon” pairing menu to cater to the Southern palate. This personalization drives repeat purchases and encourages fans to bring the conversation home, amplifying word‑of‑mouth marketing for the program.
Legal Landscape and NCAA Rules
The NCAA’s stance on alcohol has evolved over the decades. Historically, the organization has banned the sale of alcohol on campus and at athletic events. However, a 2005 decision by the NCAA’s Board of Governors relaxed restrictions, permitting alcohol sales under specific conditions: the event must be a “professional sports event” or a “sports event where the university is the host.” The article notes that universities must still comply with state and local liquor laws, meaning each institution tailors its approach to the jurisdictional environment.
The piece also touches on the financial transparency required by the NCAA. While the NCAA does not publicly disclose individual schools’ alcohol sales data, universities that exceed a threshold must file detailed reports. “The Big Lead’s data compilation relied heavily on the universities’ publicly disclosed financial reports, which often list a line item called ‘Alcohol Sales’ or ‘Licensed Beverage Revenue,’” the article explains.
Impact on College Culture
Beyond the numbers, the article delves into the sociocultural implications of alcohol at college football. Some commentators applaud the revenue boost, citing the ability to reinvest in facilities, scholarships, and community programs. Others criticize the potential for promoting binge drinking, especially among younger fans. The article quotes a former athletic director who says, “We’ve partnered with local health departments to ensure responsible service and educational signage, so the focus remains on family-friendly entertainment.”
The piece also discusses how the alcohol revenue model has led to new traditions. For example, at the University of Michigan, the “Blue and White” beer festival is now an annual pre‑game event that includes live music, food trucks, and a “Michigan Brewathon” where fans vote on the best local brewery to feature each year.
Beyond the Big 10
While the Big 10 and SEC schools dominate the conversation, the article points out that mid‑market programs are also tapping into the market. The University of Iowa’s “Hawkeye Hangover” bar, for instance, made $4.2 M in 2023, while the University of Kentucky’s “Bluegrass Brews” program hit $3.8 M. Even smaller schools like the University of Tulsa, with a “Tulsa Tipple” bar, reported $1.6 M in alcohol sales, marking a 35 % increase from the previous year.
The author references a 2022 report from the Sports Marketing Association that highlights the growth of alcohol sponsorships at college events. “Sponsorships from major beer brands have surged by 12 % year over year, providing an additional revenue stream that is often bundled into the overall alcohol sales figure,” the article states.
Looking Ahead
With the NCAA’s 2024 budget now including a new “Alcohol Management Oversight” division, the article speculates on potential changes. “There is talk of standardizing licensing fees across conferences to level the playing field,” it reports. Meanwhile, some universities are experimenting with non‑alcoholic alternatives—craft sodas and kombucha—to diversify their beverage lineup and appeal to a broader demographic.
In summary, the Big Lead piece paints a picture of college football as not only a sporting event but also a sophisticated business venture where alcohol sales play a pivotal role. From the high‑profile programs of the SEC and Big Ten to emerging mid‑market schools, the revenue from beer and wine is reshaping how universities fund athletic programs and shape fan experiences. Whether this trend will continue or face increased scrutiny remains to be seen, but the data shows no doubt: the “beer‑driven” model is currently the secret sauce behind some of the biggest payouts in college sports.
Read the Full The Big Lead Article at:
[ https://www.thebiglead.com/college-football-schools-that-make-the-most-selling-booze/ ]
