A new era for stadium concessions
Kansas State University is exploring the possibility of allowing alcohol sales to the general public at football games by 2027, a step that could transform the fan experience and add a lucrative revenue stream.
The university has commissioned a study that examines fan behavior, restroom congestion and concession line efficiency, seeking to understand how broader alcohol availability might affect stadium operations.
Athletic director Gene Taylor noted that the current re‑entry policy leaves many seats empty and creates bottlenecks, especially during high‑attendance matchups such as the recent game against Texas Tech where quarterback Avery Johnson capped a drive with an 18‑yard touchdown.
If the proposal moves forward, the additional sales could mirror the financial success seen at Nebraska, which reported roughly $4.3 million in alcohol revenue after adopting the practice, while the SEC’s 2019 decision to permit stadium beer and wine has been adopted by many member schools.
A mixed landscape among peers
Not all Big 12 programs share the same enthusiasm; Iowa State, the University of Utah, Brigham Young University and Baylor have publicly resisted introducing alcohol sales, whereas Kansas began selling beer and wine at football events back in 2019.
The potential revenue, combined with lessons learned from restroom and concession management, positions Kansas State to make a data‑driven decision before the end of the decade, aiming to balance fan satisfaction with fiscal growth.