The Journal of SPORT


Collegiate sports have become increasingly popular in recent years with college football seeing, arguably, the greatest rise in popularity. This has led to an increased number of Football Bowl Subdivision (FBS) bowl games, which now culminate in a college football playoff. Universities are constantly developing new and innovative ways to increase revenue. One potential solution receiving increased consideration is the option of selling beer throughout stadiums. Previous research has separately focused on aspects of beer consumption and factors that influence collegiate sport attendance, but not in the same study. Thus far, studies focusing specifically on the topic of how beer sales affect attendance have been lacking. The purpose of this study is to examine whether or not the sale of beer inside FBS collegiate stadiums affects attendance. Our results indicate there is a negative correlation between beer availability and attendance. No significant difference was found as to whether or not stadium location, on or off-campus, affects attendance figures.