The University of Michigan leads all state schools after generating nearly $5 million in revenue from alcohol sales last year.
Fans of the Michigan Wolverines are now grabbing beers inside the Big House and Crisler Arena and are doing so to the tune of nearly $5 million in alcohol sales in the first full season since the state legalized in-stadium sales in 2023.
Following Gov. Gretchen Whitmer’s law change, the University of Michigan quickly became the top seller among state schools, proving that the “leaders and best” slogan extends beyond the gridiron and hardwood.
Eight home football games at Michigan Stadium last year drove $4.6 million of the total, making Coors Light the drink of choice, with over 114,000 cans sold. Other athletic venues, like Crisler Arena, chipped in smaller but meaningful amounts, with fans spending $14,000 on drinks during the first drink-eligible basketball game alone in February 2024.
Despite initial concerns, officials at U-M and across the state reported no spike in arrests or game-day incidents. “We did not see an increase in arrests or alcohol-related situations last season,” said U-M Deputy Chief Melissa Overton.
The rollout was carefully planned. Michigan Athletics opted to delay sales until February 2024 to ensure proper training, compliance, and infrastructure. State law limits alcohol to 100 events annually, meaning fans at baseball and softball games have not had access to alcohol sales yet.
Beyond revenue, fan engagement and atmosphere were major motivators. “It’s what fans want,” said UNC professor Nels Popp. “If we don’t offer it, they’ll stay home and drink there.”
Partnerships also played a key role, with U-M aligning with brands like Founders Brewing, Coors Light, and Charles Woodson’s signature whiskey.
With this additional revenue flowing in and more sales opportunities on the horizon with the Big House’s first-ever concert with Zach Bryan this fall, let’s just hope it’s enough money to convince Yaxel Lendeborg and Gavin McKenna to move to Ann Arbor next year.