Alcohol sales are set to begin at Michigan Stadium this football season, following the lead of in-state rival Michigan State and a growing trend of booze being made available at college sports venues across the country. The decision comes after successful trial runs at the university’s hockey and basketball arenas, with the Board of Regents voting to implement a liquor license at the “Big House” starting with the Aug. 31 opener against Fresno State. This move follows a national trend, with a survey revealing that 55 out of 69 Power Five conference schools and Notre Dame sold alcohol in the public areas of their stadiums last season.
Michigan joins the ranks of other universities like Michigan State, Kentucky, and Stanford, who began alcohol sales at their football stadiums in 2023. The university had previously tested alcohol sales at Yost Ice Arena and Crisler Center in February, with no reported issues related to drunken behavior or medical responses. Fans will be required to show identification when making a purchase, with each sale limited to two alcoholic beverages per legal-drinking-age person. The revenue generated from alcohol sales will be used for operational expenses, with a portion also directed to the university to help fund campus research projects.
This decision marks a significant change for Michigan Stadium, which previously did not offer alcohol sales during football games. The move reflects a broader shift in college sports venues towards making alcohol available to fans, with many universities seeing it as a way to enhance the overall fan experience and generate additional revenue. The success of alcohol sales at Michigan’s hockey and basketball arenas likely played a role in the decision to expand to the football stadium, with no reported issues during the trial period. The university is taking steps to ensure responsible alcohol consumption, with limits on the number of drinks per person and strict identification requirements.
Fans attending games at Michigan Stadium this season can expect a new experience with the availability of alcohol, adding to the excitement of college football games. The decision to implement alcohol sales reflects a growing trend in college sports venues across the nation, as universities seek to enhance the overall fan experience and generate additional revenue. With Michigan joining other universities in offering alcohol at football games, it will be interesting to see how fans respond and whether it has a positive impact on the game day atmosphere. The revenue generated from alcohol sales will benefit the university and help fund important research projects on campus, making it a win-win for both the athletic department and the university as a whole.
