A recent article in ESPN Magazine highlighted universities and their decisions to allow alcohol purchases at college events.
Traditionally, all campus sports activities (basketball games, football games) have been dry. The point was either “moral,” or some sort of prohibition-like attempt to reduce alcohol consumption. As in the case with many prohibitions, the results may backfire.
Many students at University
of Iowa football games binge drink before the game, simply because they cannot (legally) consume alcohol in the stadium. This leads to a large amount of consumption immediately before the game, and can easily lead to getting too drunk and arrested for Public Intoxication.
The University of Iowa should consider allowing beer purchases during sporting events. This may curb dangerous pre-game alcohol consumption, and it definitely would increase revenue.
http://espn.go.com/college-football/story/_/id/11392186/colleges-turning-beer-sales-stadiums-alternative-revenue-stream