Indiana will begin selling beer and wine during football games at Memorial Stadium for the 2019 season, athletic director Fred Glass announced.
Glass said the main goal of the decision was to improve the gameday experience and reduce alcohol-related incidents in and around the stadium.
"While there will be some comparatively modest revenue generated by these sales, that is not the primary purpose of this program," Glass said in a statement. "Ten percent of our net beer and wine public sales revenues will be given to campus for alcohol safety programming."
Indiana took pains in the statement to be clear that it put significant thought into this decision. The statements said the athletic department commissioned a study looking at more than 50 other schools that already sell alcohol and the ramifications at those places. They found the effects to be positive and so are instituting this pilot policy.
The study found that attendance at games rises if alcohol is served. Indiana, which has always had trouble getting fans, especially students, to stick around for the second half, likely hopes that putting this policy in place will ensure that more fans are in the stands late in games.
Sales during games will stop at the end of the third quarter and there will be a two-drink maximum per person per purchase. The Hoosiers join Purdue, Ohio State, Illinois, Minnesota and Maryland as Big Ten schools that sell alcohol at some sporting events. Butler does at basketball games, as well.