Michigan Football Cracks Top 5 In Alcohol Sales Across College Football: Report

ANN ARBOR, MI — The University of Michigan football was among the nation's leaders in alcohol sales through the first two months of the 2025 season, according to a report.

Extra Points, a college sports business newsletter, found the Wolverines made roughly $985,266 in alcohol sales at Michigan Stadium (The Big House). The number was good for fifth on the list. The report noted the stadium sold 71,475 units of alcohol with a total attendance of 221,388.

The findings are part of Extra Points’s broader look at how universities are turning alcohol sales into a growing source of athletic department revenue. Some schools also license their branding for official beers sold statewide. Overall, the report obtained data for 45 public schools through open records requests.

Nebraska topped the list with more than 168,000 units of alcohol sold during home games in August and September, generating roughly $2.07 million in revenue.

Here’s how the top programs stacked up, according to Extra Points:

1. Nebraska – $2,074,806
2. Tennessee – $1,623,728
3. LSU – $1,446,698
4. Minnesota – $1,038,759
5. Michigan – $985,266
6. Indiana – $983,394
7. West Virginia – $979,239
8. Wisconsin – $971,781

The report noted that comparing schools isn’t always apples to apples because stadium size, attendance, and concessions management vary widely. Wisconsin’s decline was attributed partly to lower attendance this season.