Just three years after alcohol sales began at sporting events, University of Tennessee records show it generated more than $3.6 million in alcohol sales during the year school year 2021-22, thanks to big winnings in football and baseball games.
Unsurprisingly, football games accounted for three-quarters of sales, or $2.67 million. There have been eight home football games at Neyland Stadium in 2021. On a per game basis, alcohol sales are up 60% from 2019, the first year alcohol sales were permitted.
Men’s basketball games finished second with $529,708 in liquor sales over 16 home games at Thompson-Bowling Arena.
Baseball games managed to crack the top three, thanks in part to huge interest in the No. 1 Vols team, which had the highest season attendance in program history. There were $360,929 in liquor sales from 37 regular-season home games at Lindsey Nelson Stadium.
Lady Vols basketball generated $46,770 in liquor sales in 18 home games.
The athletics department provided the numbers to Knox News in response to a public records request submitted before the Vols played three NCAA regional games at home last weekend. Alcohol sales for regional games are not yet available.
SUPER REGIONAL BREAKDOWN:Why Tennessee will — and won’t — beat Notre Dame to reach the College World Series
UT plays Notre Dame on Friday (6 p.m. ET, ESPN2) to open a best-of-three super regional at Lindsey Nelson Stadium.
Which fans bought the most alcohol?
Football fans also account for the largest amount of alcohol purchased per customer. Neyland Stadium attracted 691,088 spectators and 230,338 alcoholic drinks were sold. This represents approximately one drink for every three customers throughout the season.
UT baseball drew 154,818 home attendance in the regular season, more than double its previous record of 64,107 in 1997. Fans purchased 42,767 alcoholic beverages, or one drink for every 3.6 customers.
At the Thompson-Boling Arena, 40,078 alcoholic beverages were sold with an attendance of 291,236 for male basketball fans, but only 3,528 beverages sold with an attendance of 134,587 for Lady Vols basketball games .
It is a drink sold for 7.3 customers at men’s basketball games and a drink sold for 38 customers at Lady Vols games.
Other factors must be taken into account. There is no way to measure the amount of alcohol sold to fans of visiting teams, and the average age of fans in attendance is not known.
Also, there is a difference in the size of the drinks. Most drinks sold at baseball games were 16 ounces, while most 24-ounce drinks were sold at football and basketball games.
Contact Adam Sparks at [email protected] and on Twitter @AdamSparks.