For the first time in school history, Ohio State opened up the beer taps in Ohio Stadium, and it most certainly paid off. According to a report from the Columbus Business Report, Ohio State University recorded $1 million in beer sales at home football games this season.
The 2016 season was a trial run for the Buckeyes, and given the initial results, it would appear it was a financial success. Odds are the experiment will continue in 2017, because who turns down an extra million bucks? Ohio State wants you to believe offering alcohol in the stadium is a safety precaution to prevent fans from boozing too much in the pregame tailgate parties, but we all know the real reason here – get money.
If you think the limited sales experiment was a profitable win for Ohio State, consider that Texas eclipsed that six-game total in just two games this season. The difference is Ohio State was only selling beer, while Texas was catering to the wine and cheese crowd with liquor and wine…and maybe some cheese, too. Knowing what can be raised from beer, do not be surprised if Ohio State expands their drink menu in 2017. Why wouldn’t they?
Beer sales in college football stadiums is still a bit of a rarity, but it is becoming more widespread. there is an easy answer for why that is, and Ohio State’s revenue figure being reported is it. It’s all about the many, many Benjamins that are deposited at the beer stand on game day. Minnesota was the first Big Ten program to begin experimenting with alcohol sales in their football stadium, and the success seen there encouraged other schools to explore the option as well.
Nearly 40 college football programs were selling alcohol at games this year, and the number looks to grow in 2017 given the positive results (34 schools offered alcohol sales in 2015, with Minnesota being the lone Big Ten school serving; 32 schools offered booze in 2014). Security to protect against drunken fans is a concern for a number of schools, but the extra revenue generated from alcohol sales can offset the cost for added security, as Ohio State does. Of course, not every school is as large and profitable as Ohio State, Texas, or West Virginia.
Do not be surprised if the number of schools offering alcohol at football gam s in 2017 hits 50. Soon enough, those who do not offer booze will be the minority and will be costing themselves some easy money.
