For the first time in University of Georgia history, football fans are sipping on beers and hard seltzers inside Sanford Stadium while watching the Bulldogs.

While some students and fans welcome this decision, others are concerned about fan safety and the impact it will have on the game-day experience.

In February 2024, The University of Georgia Athletic Association (USGAA) Board of Directors approved the sale of alcohol inside Sanford Stadium. UGA and Auburn University were the last two teams, of the 16, in the Southeastern Conference to allow the sale of alcohol during football games.

Both schools lifted their ban prior to the start of the 2024 season.

Since the SEC lifted its ban on the sale of alcohol in 2019, universities have gradually adopted the policy. This has led to an increase in revenue, and mostly positive reaction from fans across the conference.

Many UGA students appear to be in support of the decision, too.

However, some alumni and season-ticket holders worry that it could lead to rowdier behavior potentially destroying the family-friendly atmosphere.

“It provides students of age and visiting parents, you know, maybe to let loose and have fun,” said Stone Goldberg, a senior at UGA.

“And it’s also good for the University of Georgia because they have a lot of sales,” Goldberg added.

A Lucrative Move for UGA

From an economic standpoint, alcohol sales inside Sanford Stadium make sense for UGA. The university is expected to take in over $1.3 million in alcohol revenue at all athletic venues during the first year alone.

Workers with Aramark, the official concessions provider at Sanford Stadium, say sales have been brisk for the first few home games this season.

Cecilia De Jong, a UGA senior and Aramark employee, estimates overall concession sales were in the neighborhood of $250,000 at the first home game against Tennessee Tech.

“I don’t know how much UGA is taking because there are so many like layers to that, but I believe it was around that number,” said De Jong.

Excitement and Concerns

Some believe the decision to sell alcohol at Sanford Stadium creates a safer environment, because it addresses students drinking as heavily before football games.

“I also think that one of the reasons they did it was to hopefully alleviate people sneaking in or getting too intoxicated before the event, because they knew they could buy alcohol at the events to create, like, a safer environment there,” De Jong said.

Many other students agree with this sentiment. They say the party atmosphere on football Saturdays makes it fairly easy for underage students to get access to alcohol outside the stadium. The sale of beer and seltzers in a controlled, secure environment within the stadium, however, might reduce the likelihood of underage drinking.

Nevertheless, not every fan who attends UGA football games feels this way.

Some UGA alumni worry that people will abuse the sale and this will cause an uncomfortable environment for the surrounding supporters. Additionally, they worry about the potential for violence among intoxicated fans.

The Future of Game-Day Culture

As the inaugural season of alcohol sales in Sanford Stadium continues to unfold, alcohol is slowly becoming a part of the game-day experience. Many enjoy the convenience of being able to purchase a beer inside the stadium, and some remain wary, but the decision has undeniably brought extensive financial benefits.

This new policy is here to stay, and will determine how Athens experiences football for the foreseeable future.

Edison Neubert is a fifth-year student majoring in journalism.