There was a big deal made of the fact that college’s Southeastern Conference was going to allow its 14 member schools to sell alcohol at athletic events. It sure seemed that there was a major change of policy until you get into the fine print. The big money people, the renters of luxury boxes, those in club seats or people who leased areas within a stadium or an arena, could buy alcohol anyway. It is the nickel and dime people who attend games and don’t buy expensive seats who may get a chance at buying a beer. Those people in public areas who probably don’t know how to interact with money people. The New York Yankees COO Lonn Trost bought up that aspect in 2016 with people buying premium tickets that were available at the last minute on the secondary market. Trost articulated what others have thought for years.
Selling alcohol, in this case beer or wine, to the general not so big money ticket buyer, will bring additional revenue to schools but not the performers. There is only one reason that people go to stadiums and arenas to watch college games. To see the players not the college presidents or chancellors who approved the concept of selling beer and wine to the not so big money ticket buyer. But the players are not going to see a nickel from the alcohol sales because the people who run college sports don’t believe they should get paid and that a chance at an education is a fair trade. Except most college football and basketball players don’t have the time or the inclination to get the schooling. The participating schools have to limit the amount of drinks per individual, impose a stop sales time and make sure the alcohol is in cups. It’s about money.