2025, Vol. 7, Issue 2, Part B

author(s)
David Hack, Evan Gettle and John Bae

abstract
This paper explores the multifaceted role of beer and alcohol sales in sports facilities, emphasizing their significance in enhancing fan experience, generating revenue, and promoting safety. Beer remains the most popular alcoholic beverage sold at sporting events, serving not only as a concession but also as a key promotional tool to attract attendees. The integration of alcohol sales influences stadium design, with premium seating and exclusive partnerships driving increased consumption and revenue. The growing trend of allowing beer sales at college sporting events reflects a shift toward creating more engaging fan environments while providing substantial financial benefits to athletic programs. Furthermore, regulated alcohol sales within venues contribute to improved safety by reducing uncontrolled consumption and smuggling, supported by policies that limit purchases and enforce responsible drinking. Overall, beer sales are deeply embedded in the fabric of the sports event experience, balancing economic gains with fan satisfaction and public safety.