The landscape of college sports is changing, but that change is not limited to what’s happening on the field. A seismic shift is occurring in the stands and concourses of stadiums across the nation. According to a 2023 survey by The Associated Press, 80% of then Power Five conference schools (and Notre Dame) now sell alcohol in public areas of their stadiums on game days. This represents 55 out of 69 schools, marking a dramatic departure from the traditionally dry college venues of the past.
Yet, with this new reality comes a persistent challenge. A 2024 survey by the National Center for Spectator Sports Safety and Security (NCS4) found that 94% of professional venue security directors identified alcohol as the most common cause of fan misbehavior. The revelry of game days remains inextricably enmeshed with alcohol, and chaos in the stands can be expected when fans overdo it.
However, there may be an upside to making alcohol available at collegiate sporting events. While some fear increased alcohol availability could lead to more incidents — fan ejections, arrests and injuries — many venues report the opposite. To wit, the University of Wisconsin reported 85 ejections (involving 65 students) and 53 arrests (40 students) during its first three home games of the 2023 season. By contrast, after introducing alcohol sales in 2024, the school saw a slight uptick of ejections through the first three games — 93, including 74 students — but a significant reduction in arrests — 39 (35 students).
This evolving landscape presents both opportunities and challenges for venue managers, security personnel and university administrators. To navigate this new reality, many are turning to organizations such as TEAM (Techniques for Effective Alcohol Management) Coalition for guidance. AB spoke with Jill Kiefer, executive director of TEAM Coalition, to understand the nuances of this new era in college sports venue management.
Counterintuitive impact
Contrary to what one might expect, the introduction of alcohol sales in venues doesn’t necessarily lead to an increase in alcohol-related incidents. Kiefer explains, “What we hear anecdotally mirrors what many venues report — either steady state pre- and post-introduction of alcohol sales, or in many cases, a decline in negative behavior.”
This counterintuitive outcome stems from the increased control venues have over alcohol consumption. “Anytime you can control consumption, you’re creating a safer environment,” Kiefer asserts, pointing to the ubiquitous tailgate as an example of a difficult situation to manage. “The tailgate environment, without the checks and balances, will always be a higher-risk environment for alcohol than a scenario where you have a liquor license holder wanting to maintain that liquor license and therefore doing all that they can to ensure alcohol is served and consumed responsibly.”
The introduction of in-venue alcohol sales often comes with policy changes that further enhance safety. One involves stadium re-entry. “Almost unanimously, across the board, when alcohol service is introduced, that policy to allow folks to go in and go out and come back in disappears,” Kiefer says. “And I think that’s a very important security decision — you are controlling the consumption. You’re limiting the access to the free-for-all in the parking lot, which is, quite frankly, the biggest problem when it comes to alcohol abuse.”
The experience at the University of Wisconsin, one of the last Big Ten Conference schools to start selling alcohol stadium-wide, aligns with this perspective. The decrease in arrests, despite a slight increase in ejections, suggests that while staff may be more vigilant in addressing potential issues (leading to more ejections), the overall environment may be more controlled, resulting in fewer severe incidents requiring arrests.
A holistic approach
TEAM Coalition advocates for a comprehensive strategy that goes beyond just regulating sales. “Every interaction between guests and an employee or nonprofit volunteer is an opportunity for alcohol to be managed,” Kiefer says.
This approach involves robust training programs for the day of the event. “We provide a training program and alcohol management that is comparable to any of the best-in-class alcohol server training programs. But what’s so unique about the TEAM program is that it encompasses all roles on event day, all job functions, from parking to ingress to the seating bowl, food and beverage, guest services, security,” Kiefer explains.
Coordination between various stakeholders is crucial. Kiefer highlights the importance of “law enforcement, the community role, the bar and restaurant owners adjacent to the stadium, and then the event security staff” in ensuring a more comprehensive approach to alcohol management.
Kiefer also stresses the importance of responsible transportation options. “In the world of rideshare services, avoiding drunk driving has become a much more accessible solution, especially in communities where taxi services just may not exist. Uber and Lyft have become an easy way to avoid getting behind the wheel on your event day.”
Evolving challenges, future trends
While progress has been made, new challenges continue to emerge. Kiefer points out changing demographics in college venues. “College football is where the majority of schools focus their alcohol services. But the percentage of guests in the venue who are students at the college, it’s less than 30 percent, probably closer to 25 or even 20 percent. The in-venue attendance is very similar to professional sports. I think it’s important to distinguish that the drinkers in the venue, the attendees in the venue, are skewing much older than college age, closer to the average age of professional sports.”
Kiefer also notes a shift in drinking culture among younger attendees. “The generation that’s in their early 20s now is much more likely to control their drinking and to alternate with non-alcoholic [beverages],” she observes. This trend, she says, is reflected in the growing popularity of non-alcoholic options at venues.
However, new products present fresh challenges. “The diversity of what is available, the ready-to-drink seltzers that may start with a vodka, a rum or a tequila, but actually have closer to eight, nine, 10 percent alcohol — that’s a very different product,” Kiefer explains, adding that these products can be harder to distinguish and manage compared to traditional beer and wine offerings.
Looking to the future, Kiefer predicts further changes in the beverage landscape. “I don’t know when, but the options for what is inside the cans in the refrigerators at the concessions stands will go beyond alcohol. I predict the CBD will move into the THC, and the intoxicant will come from another plant, as opposed to the malt and the barley.”
As college sports venues continue to navigate this complex landscape, flexibility and adaptability remain key. “Many venues discuss and modify policies as their season goes on,” Kiefer says, noting that this willingness to adjust strategies based on real-world outcomes is crucial to keep fans safe and comfortable.
While the introduction of alcohol sales in college sports venues will forever be a complicated task, it also offers a new method for venue operators to control the situation. Through comprehensive training, stakeholder coordination and adaptive policies, venues can create an atmosphere where the thrill of the game, not the effects of alcohol, remains the central focus of the college sports experience. As Kiefer aptly puts it, “Everyone’s a set of eyes and ears to make sure folks are being safe.”
