The college game day atmosphere is the "place to be on Saturdays", but in our hyper competitive society with decreasing attention spans people now need a draw to come back to watch the games they paid a ticket to enjoy from the seat rather than the parking lot.
A potential solution? Beer.
On Tuesday afternoon UTEP announced that it will implement the sale of beer at home football games and home basketball games at the venues that are owned and operated by the univeristy. UTEP will begin sales of beer beginning with its home game on Saturday against Tulane.
You have to think one of the primary reasons fans leave the games for the halftime tailgate scene is the chance the drink without having to hide it. We all know fans smuggle in a little container of something to mix in with their Diet Coke (don't want those calories).
With athletic departments searching for any additional way to increase revenue, selling beer is not a final step but an inevitable one to sell tickets.
“That’s obviously part of the equation here. We will see. We will see how ticket sales react to this," said UTEP executive vice president Ricardo Adauto III in a press conference on Tuesday. "And we hope it does. And hopefully Saturday night will be a nice night, people will want to come out and we’ll see how this works."
Prediction: A lot of schools have embraced selling beer in suites, or in a designated beer garden, but general beer sales to the rest of the stadium in university-owned venues has been mostly verbotten.
It will take a while, but expect that within the next 10 years most college football and men's basketball games will sell beer so fans can enjoy watching their favorite amateur sports team.
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