Alcohol & Athletics: Untapped Revenue in College Sports

Abstract

The purpose of this integrative literature review is to review the pros and cons of selling alcohol at collegiate sporting events. By synthesizing the literature that addresses the National Collegiate Athletic Association (NCAA) and rules and regulations pertaining to alcohol at collegiate sporting events, researchers provide college and university administrators with a comprehensive and contemporary understanding of the published scholarship in this area. This review holds major implications for revenue, attendance, and the overall NCAA rule structure. Colleges and universities need to find innovative ways of developing and maintaining world-class athletic programs. This integrative literature review seeks to highlight the potential benefits of incorporating alcohol sales into collegiate athletic events.