U. of Iowa to Expand Beer, Wine Sales at Sporting Events | Athletic Business

U. of Iowa to Expand Beer, Wine Sales at Sporting Events

The University of Iowa athletic department announced Thursday the creation of a pilot program to expand beer and wine sales throughout Kinnick Stadium this fall, with the exception of areas immediately adjacent to student sections.

Athletic events at Carver-Hawkeye Arena, Duane Banks Field and Bob Pearl Field will also be included in the pilot program during the 2021-22 school year.

“We have been working with our campus partners on this for some time now and we are committed to maintaining a safe and enjoyable game day environment. While there is an opportunity for increased revenue, this decision was based on enhancing the fan experience and providing an additional amenity to our fans,” athletic director Gary Barta said in an announcement on hawkeyesports.com. “At the conclusion of the 2021-22 academic year, we will work with our campus partners to review this pilot program.”

Thirty percent of net alcohol sales will be directed toward research-based initiatives developed and supported by the UI Alcohol Harm Reduction Committee, formed in 2009 to decrease high-risk drinking and the related harmful consequences.

Iowa joins seven other Big Ten schools who currently sell beer and/or wine in public areas at its home football games. Approximately half of the schools from the Power 5 conferences will sell beer and/or wine at their home football games this fall.

“We recognize that the pregame atmosphere around Kinnick Stadium is a significant part of the fan experience,” said UI interim president John Keller. “We are adopting policies that encourage Hawkeyes to enjoy game day traditions while reducing underage access to alcohol and the negative impacts of binge drinking.”

Buyer's Guide
Information on more than 3,000 companies, sorted by category. Listings are updated daily.
Learn More
Buyer's Guide
AB Show 2022 in Orlando
AB Show is a solution-focused event for athletics, fitness, recreation and military professionals.
Learn More
AB Show