REBELS UNTAPPED SUCCESS: Ole Miss Sees Record Alcohol Concession Sales During Athletics Season
OXFORD, MS – Ole Miss has uncorked a new financial benchmark, reporting a staggering $3.75 million in alcohol concession sales during the recently completed athletic calendar year. This record-breaking figure, up significantly from approximately $3 million in the previous year, underscores a growing revenue stream for the Rebels and reflects a broader trend across college athletics.
The significant surge in sales was driven largely by football, which alone generated over $3.1 million. The highly anticipated game against Georgia led the charge, bringing in an impressive $766,695 in alcohol sales, with three other SEC matchups each eclipsing the half-million dollar mark. High Noon, Coors Light, and Miller Lite were identified as the top-selling beverages, indicating a preference for seltzers and traditional light beers among the Ole Miss faithful.
While football led the way, other sports also contributed to the impressive total. Swayze Field, home to the perennial baseball powerhouse, saw its alcohol sales climb to $347,823, a healthy increase from the previous year. Men’s basketball at The Pavilion also contributed nearly $250,000, although its overall total was slightly down from the prior year.
Ole Miss was one of the early adopters in the SEC to begin selling alcohol at sporting events, a policy change enacted by the conference in 2019. The move was primarily driven by the desire to enhance fan experience and create additional revenue streams, a critical need in the ever-evolving landscape of college sports.
Beyond the financial benefits, Ole Miss officials believe that on-site alcohol sales have a positive impact on fan behavior. According to reports, the availability of alcohol within the stadium has led to a decrease in alcohol-related incidents, including arrests and fights, as it discourages excessive pre-game consumption and attempts to smuggle in outside beverages.
This record-setting performance in concession sales positions Ole Miss favorably as athletic departments nationwide seek innovative ways to bolster their financial health and invest in their programs. As more schools embrace in-venue alcohol sales, the Rebels’ success provides a compelling case study for both economic gain and improved fan environment.
