The intricate and historically rich relationship between alcohol consumption and live sports was vividly evident during the inaugural game of the Utah Hockey Club in Salt Lake City last month, marking a significant event in the local sports culture.
Fans flocked to the Delta Center, breaking records for beer sales at both NHL and NBA events; during the game where Utah triumphed 5-2 against the Chicago Blackhawks on October 8, astonishing beer sales reached a staggering $150,000. This revised figure, announced by Chris Barney, the SEG president of revenue and commercial strategy, reflects additional sales not originally included in the team owner’s revenue reports.
Integral to the atmosphere, beer took center stage on the colossal in-arena screens. Fans were frequently captured on camera savouring their drinks, especially during the debut of the “Bud Light Celly Cam” promotion. An ESPN reporter encapsulated the essence of the event, calling it a spectacle where “Goal horns. Goal songs. The pregame introductions. The breakout chants. The mascot. And the in-game highlights of thousands of people celebrating how someone drinks a beer. These are how an NHL team and its fans foster an identity.”
However, in later games, the frequency of beer-chugging footage has significantly decreased, with the Celly Cam now primarily showcasing fans celebrating goals instead of indulging in drinks.
“I would say that anything that happened after that (first Celly Cam on opening night) was a little bit organic,” Barney clarifies. “We always want people to be responsible.” The introduction of the Bud Light Celly Cam is deliberately included once per game to encourage a playful atmosphere without promoting excessive drinking.
If the club maintains its impressive opening-night sales throughout all 41 home games, projected beer sales could surpass a remarkable $6 million for the season. While sales have tapered down since that record-setting night, they remain robust, with expectations grounded in steady consumption patterns throughout the NHL season.
In addition to beer, bottled water also proved popular at the first game, with fans purchasing 4,200 bottles of Dasani. This is a striking increase of 3,000 bottles compared to typical sales at Utah Jazz games, thanks in part to SEG slashing the price from $5.25 to an appealing $2 per bottle this season.
Alcohol sales at sports venues, inclusive of an expanding number of college stadiums, are transforming into a lucrative industry in the U.S. sports landscape, proving that where there are fans, there is beer.
The close bond between alcohol and sports dates back nearly a century and a half, establishing a pattern of enjoyment that transcends generations and influences fan interaction.
Beer and baseball: a brewing trend
The “Beer Ball League” may have ended after only ten years, but its commitment to the right to sell beer and liquor laid the groundwork for the enduring connection between baseball and alcohol in American culture.
With the rise and fall of the American Association in the 19th century, beer sales became a pivotal element within the fabric of the national pastime. Kevin Grace, in his insightful paper, titled, “Masculinity, Moguls, and Malt: The Shared History of Baseball and Alcohol.”
Prohibition presented a significant hurdle for alcohol sales in American sports venues from 1920 to 1933, stifling a long-standing tradition. Yet, following the repeal, beer regained its status as a beloved fixture at many sporting events, leading venues to embrace beer vendors as a crucial part of their revenue strategies, drawing in fans eager to enjoy a drink while cheering for their teams.
Today, the sight of vendors yelling “Beer here” has become commonplace across major U.S. sports, especially at football, baseball, basketball, and hockey games. This ritual contributes greatly to the financial sustainability of most sports facilities, with extensive advertising both inside stadiums and during televised events.
Teams and leagues frequently enter into sponsorship agreements with beer companies, solidifying the alcohol-sports nexus, much like Anheuser-Busch’s enduring partnership with Major League Baseball.
How much do fans drink?
An estimated 14.6 million beers, equating to around 1.2 million gallons, are sold annually at major league baseball stadiums, illustrating a staggering demand within the nation’s favorite pastime.
At the Texas Rangers’ ballpark alone, August 2024 witnessed alcohol sales amounting to $4.1 million, with $2.1 million of that sum devoted to beer alone, as detailed by the TABS (Tracking Alcoholic Beverage Sales) report, which leverages Texas Alcoholic Beverage Commission data.
Furthermore, AT&T Stadium, home to the Dallas Cowboys, recorded over $36 million in alcohol sales in 2022, confirming the prominence of beverage sales within the sports industry, according to the Houston Chronicle.
In 2016, a Harris poll querying 1,394 Americans who regularly consume alcohol indicated that beer is the first choice for various sports: topping the list for football (75%), baseball (70%), car racing (55%), and hockey (51%). Basketball (48%), boxing (39%), soccer (34%), beach volleyball (25%), and golf (17%) followed, though with less fervor.
Alcohol-related problems at sporting events
A notable study conducted by the University of Minnesota in 2008 scrutinized the sale of alcohol in sports venues, specifically focusing on minors and visibly intoxicated individuals attempting to purchase drinks.
Researchers employed actors who appeared underage—and were in fact over 21—to assess the purchase of alcohol at 16 professional venues across hockey, basketball, baseball, and football in five states, totaling 159 purchase attempts from each group.
The results revealed that pseudo-underage buyers successfully acquired alcohol 18% of the time, while pseudo-intoxicated buyers had a staggering 74% success rate. Notably, the likelihood of sales occurring in stadium seating was found to be 2.9 times higher than at concession booths, contributing to ongoing discussions about sales and responsibility in sports environments.
Traci Toomey, a University of Minnesota public health professor and co-author of the study, speculated on why alcohol purchases might be easier in seating areas. “One reason may be that when alcohol is sold in the stands, it may be more difficult for the servers to hear or see the customer to assess their age and level of intoxication,” she elaborated, highlighting potential loopholes in sales practices.
Amidst worries about excessive drinking and its repercussions, another study from the University of Minnesota in 2011 concluded that four out of ten fans attending professional baseball and football games had consumed alcohol during the event, with 8% found to be legally intoxicated, as reported by the Minnesota Star-Tribune.
The analysis of blood-alcohol content from 362 attendees at 16 games identified staggering figures, showing that 40% had a BAC ranging from 0.005 to 0.217. Those engaged in tailgating prior to the game presented a worrying likelihood of having a BAC of 0.08, which is the legal limit across various states. Interestingly, Monday night football attendees consistently exhibited higher BAC levels than fans at other games.
Last year, Anheuser-Busch, Mothers Against Drunk Driving, and Uber joined forces to initiate the “Decide to Ride” campaign in partnership with 22 professional sports teams, urging fans to plan safe transportation. Remarkably, nearly 12,000 individuals took advantage of Uber ride-share discount codes offered through the program, showcasing a proactive approach to fan safety. This initiative has now been expanded to include colleges and universities nationwide.
Current events have prompted teams to re-evaluate established protocols; measures have been implemented including limiting the number of alcoholic beverages sold per fan and ceasing alcohol sales at certain points during games in response to concerns surrounding fan conduct and safety.
Do college sports venues sell alcohol?
While alcohol sales are a long-accepted part of professional sports culture, this trend is also beginning to permeate the college sports scene.
An Associated Press analysis conducted in 2023 revealed that approximately 55 of the 69 Power Five conference schools and Notre Dame—constituting about 80%—now permit alcohol sales in public areas of their stadiums during games. In stark contrast, just 20 institutions followed this practice in 2018.
Notably, the University of Utah remains among campuses that do not offer alcohol sales within their arena or stadium, adhering strictly to state regulations.
In Utah, public universities are classified under laws governing “public buildings,” which dictate that liquor, including high-alcohol beer and spirits, cannot be consumed on such premises. However, public venues can sell beer with 5% alcohol by volume and selected seltzers if they partner with concession operators who hold the necessary licenses.
Colleges across the nation are witnessing substantial revenue influxes from alcohol sales during sporting events.
In 2023, more than 278,000 beers were sold at the University of Tennessee’s Neyland Stadium, generating over $3.3 million. Similarly, Iowa profited $3.2 million during its inaugural year of beer sales at various sporting venues.
ESPN revealed last August that athletic departments outside the Power Five are strategically embracing beer sales as a vital source of revenue, with schools like North Texas, SMU, and Troy University joining the trend this season.
“Every institution is looking at how they can increase revenue streams, and alcohol is one of those,” stated Jeff Schemmel, president of consulting firm College Sports Solutions LLC, acknowledging the expanding breadth of revenue strategies within college sports.
“The reason for this outcome is unclear, but it is possible that fans drank less at tailgate parties knowing they could consume more once the game started,” researchers remarked. “Long lines and a two-beverage limit may have prevented patrons from consuming excessively, leading to a more controlled environment.”
Liquor control, which restricts the sale of alcohol within campus venues. However, despite this limitation, there has been a noticeable trend in recent years across various college sports venues towards permitting alcohol sales. Many institutions have recognized the potential revenue growth and fan engagement opportunities that come with allowing alcohol in stadiums.
The rise of alcohol sales in college sports reflects a shift in cultural attitudes towards drinking in sports settings, as well as a response to changing market dynamics. As mentioned earlier, 80% of Power Five schools now sell alcohol in their stadiums, a significant increase from just a few years ago. This trend signifies a growing acceptance of alcohol as part of the game-day experience for college fans, drawing parallels to its longstanding place in professional sports.
Institutions that have incorporated alcohol sales often employ responsible service practices to mitigate potential issues, including training staff to recognize signs of intoxication and establishing limits on the number of drinks sold to one person. Additionally, some universities have developed partnerships with local transportation services to encourage fans to plan safe rides home after games.
While alcohol sales present opportunities for increased revenue and enhanced fan experiences, concerns remain regarding potential risks, including underage drinking and instances of excessive intoxication among attendees. As the landscape continues to evolve, schools are tasked with balancing the potential benefits of alcohol sales with the responsibility of ensuring a safe and enjoyable environment for all fans attending games.
the relationship between alcohol and sports in the U.S. continues to be a complex and evolving issue, reflecting broader societal trends as well as the unique dynamics of different sports environments. Whether at professional or collegiate levels, the presence of alcohol sales at sporting events remains a prominent aspect of the fan experience, demonstrating the enduring bond between sports and beverages like beer.
