Southern Methodist University (SMU) in Dallas is among the schools that will start to sell beer and wine at football games this fall, in an effort to increase revenue, according to USA Today.
The school sold beer during basketball season this past year, netting six figures over the course of 12 games, the article notes.
With school athletic departments looking at multimillion-dollar obligations in new player benefits, more schools may look at alcohol sales as a way of increasing revenue. “It seems like it’s going that way, and I think you’ll see more doing it,” said Virginia Tech Athletics Director Whit Babcock. “But it’s a cultural issue at a place of higher education where there’s a tradition (of not selling it). I don’t know that it will be one of the top things on my agenda. But as more people do it … I’ll definitely be watching.”