Fansided

Why lifting the SEC alcohol ban was discussed at conference meetings

By Derek Helling

TAMPA, FL - JANUARY 09: Alabama Crimson Tide mascot Big Al waves a flag in the end zone during the second half of the 2017 College Football Playoff National Championship Game between the Alabama Crimson Tide and the Clemson Tigers at Raymond James Stadium on January 9, 2017 in Tampa, Florida. (Photo by Streeter Lecka/Getty Images)
TAMPA, FL - JANUARY 09: Alabama Crimson Tide mascot Big Al waves a flag in the end zone during the second half of the 2017 College Football Playoff National Championship Game between the Alabama Crimson Tide and the Clemson Tigers at Raymond James Stadium on January 9, 2017 in Tampa, Florida. (Photo by Streeter Lecka/Getty Images) /
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Leaders of the Southeastern Conference met in Destin, Florida, last week to discuss a number of issues. Among them was the conference’s ban on selling alcohol in general seating during sporting events. The real reason for the talk of reversing course on the issue isn’t the potential sales, however.

According to Marc Weiszer of the Athens Banner-Herald, internal conversations about the SEC alcohol ban took place at the conference’s spring meetings, with no action taken on the policy. Some comments made by conference officials offer Easter eggs into why the ban is being discussed, however.

Joe Alleva is the athletic director at LSU, and has been one of the biggest proponents of a change. The main reason is that Alleva sees the potential dollar signs for LSU, like how the NFL recently rescinded its ban on advertising hard liquor during its games. The majority of that new profit wouldn’t come from the actual sales of the alcohol, however. Alleva is likely thinking much, much bigger.

Currently, conference rules only allow alcohol to be sold to a limited number of fans in premium seating areas like luxury suites. A passage of Weiszer’s article gives us an insight into why minds in the conference are changing on the topic of alcohol sales to the general public:

"…LSU’s Joe Alleva continuing to be outspoken about wanting a change. He has eyed a sports bar on the south end of Tiger Stadium, according to the Baton Rouge Advocate."

Vanderbilt athletic director David Williams said that he didn’t think the profit from sales alone would be significant, and he’s probably right. Other conferences, like the Big 12, allow alcohol sales in general seating during games. At Texas last football season, profit for the school from the sale of alcohol were a mere $1.3 million. While that sounds significant for the average fan, it’s not head-turning for SEC schools, who got over $40 million in revenue this year just from their pieces of the conference pie.

The real potential to garner significant revenue from alcohol sales for SEC schools is in creating new fan experiences and corresponding sponsorships. Sales of alcohol to all ticketed fans would allow the creation of new spaces at SEC football and perhaps men’s basketball games, like a beer garden or “sports bar” themed area, which Alleva has reportedly set his sights on partnering with.

New spaces mean new partnerships with companies eager to get their brands in front of millions of eyes. That means SEC schools would have new presenting sponsorships and official provider deals to sell. The new spaces and sponsorships could bring in revenue equal to the profit from alcohol sales many times over.

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While there is still some ambiguity if not resistance to a potential change in the conference, Williams said he believes something will be done within three years, and Alleva has expressed similar confidence. As with most things in major college sports, if it makes cents, it makes sense.

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