Since the repeal of prohibition, alcohol quickly became an integral part of the U.S. economy. In 1933, after the repeal was passed FDR said, “What America needs now is a drink.” And indeed we drank! We drank during birthdays, bar mitzvahs and weddings. It is almost impossible to think of a celebratory occasion in which we are not taking advantage of rich libations. Alcohol has become synonymous with professional sports. Who could resist the savory, smooth and satisfying taste of a cold beer during the 7th inning stretch of a baseball game? Or a spicy drink on the 50 yard line during a fall football game? In general, alcohol has become a way of life for most Americans: a right solidified and guaranteed under the 21st Amendment. However, alcohol has not only become a way to quench your thirst but it has transcended into an important avenue of revenue for the government. According to the Alcohol and Tobacco Tax and Trade Bureau, the so called “sin tax” on the sale of alcohol generates close to $6 billion a year in revenue. As college athletic departments seek additional sources of revenue to remain competitive, alcohol sales become a lucrative and untapped source of revenue. However, at what cost?
The NFL generates approximately $600,000 in alcohol revenues per game, and these sales represent 50% or more of …show more content…
He made some significant changes to their athletic program which included moving from the Big East Conference to the Big 12 conference, adding men’s golf to the program and instituted beer sales at the football games. Luck argued that the current “pass-out policy”, which allowed ticket holders to exit the stadium to drink, then re-enter, did not present a good option for the school. His argument for the institution of beer sales was to increase safety during games by reducing binge
The NFL generates approximately $600,000 in alcohol revenues per game, and these sales represent 50% or more of …show more content…
He made some significant changes to their athletic program which included moving from the Big East Conference to the Big 12 conference, adding men’s golf to the program and instituted beer sales at the football games. Luck argued that the current “pass-out policy”, which allowed ticket holders to exit the stadium to drink, then re-enter, did not present a good option for the school. His argument for the institution of beer sales was to increase safety during games by reducing binge