Andrew Pace
The Big Ten Conference has loosened its rules in recent years, allowing universities to sell alcohol at sports events. Illinois, Indiana, Maryland, Ohio State, Purdue, Rutgers, and Minnesota are some of the universities that sell beer and wine during home football games. In 2023, the University of Michigan and the University of Wisconsin-Madison also began selling beer at football games. Nebraska is the only university in the Big Ten Conference that does not sell beer at football games. However, it is unclear whether beer is served at the Big Ten Basketball Tournament.
| Characteristics | Values |
|---|---|
| Alcohol served at Big Ten Tournament | Yes |
| Beer price | $18-20 |
| Beer brands | Two Hearted Ale, Finback IPA |
| Beer availability near the tournament | Within walking distance of Target Center: Modist Brewing |
| Beer availability near the tournament | 25 minutes from downtown Minneapolis: Back Channel |
| Beer availability near the tournament | 25 minutes from downtown Minneapolis: Elm Creek |
| Schools that sell beer and wine during home football games | Illinois, Indiana, Maryland, Ohio State, Purdue, Rutgers, Minnesota |
| Schools that don't sell beer and wine during home football games | Michigan, Michigan State, Nebraska, Northwestern, Penn State, Wisconsin |
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What You'll Learn
Beer prices at the Big Ten basketball tournament
Beer prices at sports events have been a topic of discussion, with some venues facing criticism for their pricing. While there is no specific information available on beer prices at the Big Ten Basketball Tournament, it is known that Nebraska is the only Big Ten school that does not sell beer at football games. This has been seen as a missed opportunity for revenue, with other schools in the conference, like the University of Michigan and the University of Wisconsin-Madison, embracing alcohol sales.
For example, at Pinnacle Bank Arena, Husker fans spent over $936,000 on alcohol sales at men's and women's basketball games combined, with the Athletic Department profiting by nearly $76,500. This indicates that alcohol sales can be a significant source of income for colleges.
The availability of beer at sports events is a matter of infrastructure planning and ensuring the responsible service of alcohol. Despite initial concerns about fan behaviour, UNL Chancellor Rodney Bennett noted that the sale of beer at the University of Southern Mississippi did not lead to increased fan intoxication or violence.
While the Big Ten Tournament itself may not sell beer, there are several breweries and beer-serving establishments within walking distance of the Target Center, the venue for the tournament, in downtown Minneapolis. These include Modist Brewing, known for its excellent beer, and breweries like Back Channel and Elm Creek, located about 25 minutes from downtown and praised for their atmosphere and beer quality.
Therefore, although beer prices at the Big Ten Basketball Tournament remain unknown, the availability of alcohol in and around the tournament venues is likely to be a consideration for organisers, with the potential for significant revenue if properly managed.
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Where to buy beer near the tournament venue
The sale of beer at the Big Ten Tournament varies depending on the host venue and state laws. For instance, beer was sold at the 2020 and 2022 tournaments in Indianapolis, Indiana, and at the 2021 tournament in Iowa City, Iowa. However, beer is not sold at the University of Nebraska's Memorial Stadium, the venue for the 2023 tournament.
Indianapolis, Indiana
Indianapolis, the host city for the 2020, 2022, and 2025 tournaments, offers a variety of options for beer enthusiasts. The tournament venue, Gainbridge Fieldhouse, is located in the heart of the city, providing easy access to several nearby breweries and beer establishments.
Iowa City, Iowa
Iowa City hosted the 2021 tournament, and beer was available for purchase at the tournament venue. Iowa had started selling beer at its football games in 2021, so attendees could enjoy a beer while watching the games.
Grand Rapids, Michigan
Grand Rapids, the host city for the Men's Tournament in 2001, is home to Founder's Brewery. This local brewery is a great option for beer lovers attending the tournament.
Marquette, Michigan
The Superior Dome in Marquette, Michigan, is a potential future venue for the Big Ten Tournament. Located on the southern shore of Lake Superior, this unique wooden dome structure is nestled within the confines of Douglas fir trees. While there may not be many beer options within walking distance, attendees can explore breweries in the broader area, such as Back Channel and Elm Creek, which are about 25 minutes away from downtown Minneapolis.
Des Moines, Iowa
Des Moines is suggested as a potential host city for the Big Ten Tournament in the future. With a liquor license already in place, attendees can expect to enjoy a variety of alcoholic beverages, including beer, during the tournament.
Please note that the availability of beer and the proximity of breweries to the tournament venues may vary depending on the specific host city and venue. It is always a good idea to check the most recent information for each location.
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Universities that sell beer at football games
Beer and alcohol sales at college football games have become increasingly common in recent years. A survey by The Associated Press found that 80% of Power 5 conference schools and Notre Dame, or 55 out of 69 schools, sell alcohol in public areas of their stadiums on game days. This marks a significant shift from over a decade ago when it was rare to find alcohol being sold at college football stadiums, and those that did were typically restricted to premium seating areas.
Several universities have introduced in-stadium alcohol sales, including the University of North Carolina, which is in its fifth season of selling alcohol and has seen about $4 million in sales. West Virginia University generated an additional $700,000 in revenue after implementing in-stadium alcohol sales in 2011, and the University of Texas and Ohio State University both saw increases in revenue after starting alcohol sales, generating over $1 million each. The University of Michigan and the University of Wisconsin-Madison also began selling beer at football games in 2023, and Northwestern University is planning to include alcohol sales in its new stadium.
However, there are still some notable exceptions to this trend. Nebraska is the only Big Ten school that does not sell beer at football games, and the University of Michigan did not initially sell alcohol at the Big House in 2023, opting to wait and see how sales went at basketball and hockey games. Additionally, no FBS teams in Utah can sell alcohol in football stadiums due to the state's strict liquor laws.
While the introduction of alcohol sales has been a successful revenue stream for many universities, the health and safety consequences remain a concern. Studies have shown that college students consume more alcohol on game days, leading to an increase in high-risk behaviours, arrests, assaults, and unintended injuries. However, other research has found that in-stadium alcohol sales can be introduced without adversely affecting public health. For example, at a large Midwestern university, there was no increase in alcohol-related emergencies after implementing in-stadium alcohol sales in 2021, and alcohol-related EMS calls and ED visits decreased by 50% in the six hours following kickoff.
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Universities that don't sell beer at football games
Beer and alcohol sales at college football games have become increasingly common over the past decade. In 2023, 88% of FBS schools sold alcohol, leaving only 16 schools that did not. These include the University of Michigan, the University of Wisconsin, and the two-time defending national champions.
The University of Michigan has been hesitant to sell alcohol at its football games, with regent Paul Brown arguing that the "collegiate atmosphere" is part of what makes the university unique, and that the availability of alcohol at professional sports events is precisely what distinguishes them from college sports. Despite this, the university has decided to sell alcohol at its basketball and hockey games, and other universities have made similar decisions. The University of Wisconsin, for example, does not sell alcohol at football games but will begin selling at basketball and hockey games.
Some universities have only recently begun selling alcohol at their football games. Kentucky, Michigan State, and Western Michigan are selling alcohol at their football games for the first time in 2023. Michigan State's chief safety officer, Marlon Lynch, has said that the university is "not the first" to do so, as "it's been done for years."
While some universities have been slow to adopt alcohol sales at their sporting events, others have actively attempted to introduce them. At Washington State University, for instance, athletic directors have tried to bring alcohol to the school's football stadium, but the university's president has said that "political elements" are standing in the way.
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Beer and alcohol sales as a revenue generator
Beer and alcohol sales have long been a source of revenue for sports franchises and universities, and the Big Ten basketball tournament is no exception. While the tournament features some of the best basketball talent in the country, beer and alcohol sales play a significant role in enhancing the fan experience and boosting revenue for the host venues and cities.
The sale of beer and alcohol at sporting events has been a growing trend in recent years, with conferences and the NCAA loosening rules and allowing universities to capitalize on this opportunity. The majority of FBS schools now sell alcohol at their football games, and this trend is also prevalent at basketball games, with many universities recognizing the potential for increased revenue.
Nebraska stands out as the only Big Ten school that does not sell beer at football games, but this could change in the future as the university considers the potential revenue boost from alcohol sales. Other Big Ten schools, such as Illinois, Indiana, Maryland, Ohio State, Purdue, Rutgers, and Minnesota, have embraced alcohol sales during home football games, with Indiana being the latest addition in 2019.
The impact of alcohol sales on revenue is significant, as seen at Pinnacle Bank Arena, where Husker fans spent over $936,000 on alcohol at men's and women's basketball games combined, resulting in nearly $76,500 in revenue for the Athletic Department. Similarly, at Haymarket Park, gross alcohol sales nearly reached $136,000, with NU's royalty surpassing $58,400. These figures highlight the financial benefits that can be derived from beer and alcohol sales.
In addition to the financial aspect, universities also consider the fan experience. The availability of alcohol at sporting events can enhance the atmosphere and provide an additional amenity for fans. However, there are also concerns about fan behavior and overconsumption, which universities need to carefully manage to ensure a safe and enjoyable environment for all attendees.
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Frequently asked questions
Yes, beer is served at the Big Ten Basketball Tournament. In 2021, a beer at the tournament cost $20.
Beer can be purchased at various breweries and restaurants near the tournament venue. Modist Brewing, for example, is a 10-minute walk from the Target Center.
No, it is not permitted to bring your own beer or any other outside food and beverages to the tournament.
