• Loading stock data...
Saturday, June 15, 2024

Minnesota Cracks Open a Can of New Revenue

Photo Credit: Jesse Johnson, USA Today Sports

Photo Credit: Jesse Johnson, USA Today Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

Seeking the opportunity to drive more revenue and interest in events, the University of Minnesota is planning to expand its beer and wine sales beyond the confines of TCF Bank Stadium.

According to Rochelle Olson of the Star Tribune, the university is planning to open up beer and wine sales to those sitting in general admission seats at Williams and Mariucci arenas.

What do you need to know?

1. The school has been selling beer and wine at TCF Bank Stadium since 2012.

2. Since then, the university has seen an average of $1.3 million in annual revenue from the sale of beer and wine at the stadium.

3. The school expects that this move will bring in $250,000 in annual revenue at both arenas.

4. Before this move, beer and wine sales at the arenas was confined to premium seating areas.

Minnesota isn’t the only one…

Minnesota isn’t the only university recently to turn to beer and wine to help pad the bottom line. In fact, for the first time ever this year, the NCAA decided to allow the sale of beer and wine at the Final Four.

Here’s a quick look at some of the more recent news surrounding the greater trend of beer and wine sales at college sporting events.

1. College World Series to Sell Beer and Wine – In 2016, the NCAA announced that they would allow the sale of beer and wine at the CWS as part of a pilot program to decide on whether or not they would move forward with more championship events.

2. NCAA Approves the Sale of Beer and Wine at Championships – Just over a year ago, the NCAA Division I Council voted to allow the sale of adult beverages at all of its championship events. Since then, beer and wine sales have been permitted at the Football Championship Subdivision’s championship game, all three wrestling divisions, the men’s lacrosse championships, men’s ice hockey and women’s volleyball championships.

3. Illinois Jumps on the Train – Earlier this month, the University of Illinois announced that it too would begin selling beer during athletic events at Memorial Stadium and State Farm Center beginning this fall.

4. A Growing Trend – According to multiple reports, more than 50 of the 129 D1 FBS programs now allow in-stadium beer and wine sales.

Competition plays a factor too…

With all of the major professional sports teams within a 50-mile radius of the campus of the University of Minnesota, revenue isn’t the only goal.

In order to draw attention from fans and keep them engaged when there is a plethora of other options, beer and wine sales put the venues on an even playing field when it comes to that variable, at least according to one Regent.

“We have to be competitive with other venues.” – Regent Michael Hsu to Olson when talking about the other motives behind the decision to open up sales to a broader group of ticketholders.

Copy Link
Link Copied
Link Copied

What to Read

Jan 13, 2021; Washington, DC, USA; The U.S. Capitol Building is seen on Jan. 13, 2021, one week after it was stormed by a pro-Trump mob while a joint session of Congress was certifying the 2020 election victory of President Elect Joe Biden.

House Committee Sends Bill Banning College Athlete Employment to House Floor

The bill has gone further than any other athlete compensation legislation.
May 10, 2024; Lake Forest, IL, USA; Chicago Bears quarterback Caleb Williams during a press conference before Chicago Bears rookie minicamp at Halas Hall.

Caleb Williams Launches Investment Firm Before Signing a Bears Contract

Williams announced 888 Midas for private equity, VC, and real estate deals.
Apr 13, 2024; Hartford, CT, USA; UConn Huskies head coach Dan Hurley greets fans as he arrives at the state capitol before the teams victory parade.

The Many Beneficiaries of Dan Hurley’s UConn Career Crisis

His return inadvertently helped the players, athletic department, and perhaps the conference.
podcast thumbnail mobile
Front Office Sports Today

How the US Open is Designed for Drama


Featured Today

Jan 3, 2022; Pittsburgh, Pennsylvania, USA; General view of the NFL shield logo signage before the Pittsburgh Steelers host the Cleveland Browns at Heinz Field.

Odds Stacked Against NFL in Multibillion-Dollar Sunday Ticket Trial

Why the class action trial does not look promising for the league.
Jan 7, 2024; San Francisco, California, USA; Toronto Raptors forward Jontay Porter (11) takes a three-point shot against the Golden State Warriors during the second half at Chase Center.
June 9, 2024

‘Bound to Happen’: The Age of the Sports Betting Scandal Has Arrived

A banishment, betting scheme, and guilty plea all in one scandal-filled span.
June 8, 2024

‘Experimental in Nature’: The Rapid, Confounding Rise of Streaming Bundles

Here’s why confusion continues to outweigh solutions in the streaming package boom.
June 2, 2024

The Nostalgia Market: Michael Jordan’s Memorabilia Remains Coveted, With Caveats

Due to scarcity, and sometimes, items’ undisclosed whereabouts, this world has limitations.

Golf’s ‘Anchor Sites’ Have the U.S. Open on a Lifetime Plan

Pinehurst No. 2 will host four more U.S. Opens through 2047.
May 23, 2024

Taylor Swift Ticket Fiasco Could Rock Sports As Feds Step In

The Justice Department is suing Ticketmaster for allegedly monopolizing live entertainment.

How Duracell is Making Fans Fall in Love with F1 Racing

Nobody expected this household brand to become F1’s newest darling.

How HOKA is Reimagining the NIL Relationship

HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality with NIL.
FC Barcelona vs. Real Madrid in Texas.
July 31, 2023

FC Barcelona, Real Madrid Set AT&T Stadium Soccer Attendance Record

Sixth Street organized the match as part its U.S. Soccer Champions Tour.
A young fan holds a sign for Julio Rodriguez during the 2023 MLB Home Run Derby.
July 12, 2023

MLB Median Ticket Buyer Down to 43 Years Old

Games are shorter and higher scoring thanks to new rules.
November 14, 2022

Vegas Resorts Going All Out for Formula 1 Grand Prix

MGM Resorts will build a grandstand for the Las Vegas Grand Prix.

How QuintEvents is Changing the Game of Premium Fan Experiences

Over the last decade, we’ve seen a noticeable shift in the psyche…