Iowa State University is set to introduce alcohol sales at its major sporting events in a bid to address significant financial pressures facing its athletic department.
Athletic director Jamie Pollard announced the decision to offer alcohol at football and basketball games on Monday, citing "rapidly increasing costs" that are impacting university sports programs nationwide.
The university explored various avenues to boost revenue, such as increasing ticket sales, securing donations, and expanding sponsorship and licensing deals, alongside hosting new events like concerts at its facilities.
The new policy will see beer, wine, and prepackaged cocktails available for purchase at Jack Trice Stadium and Hilton Coliseum, starting this autumn.
Pollard noted that "many of our peers have successfully taken this step," expressing confidence that Iowa State can "initiate the sale of alcohol throughout our facilities and ensure a positive and safe environment for all of our guests."
A portion of the additional income generated from these sales is earmarked to "support alcohol education, student wellness programming, and public safety enhancements, to support a safe and welcoming community."
Pollard said additional safety measures will also be rolled out, including increased staffing and technology to detect weapons.
