Selling beer during college football games was once taboo, but it's now commonplace for the country's biggest teams.

The long history of alcohol and sports

Spectators have long enjoyed alcohol at sporting events, dating back at least to ancient Rome. This article unpacks how companies leveraged this history to make beer a central part of sporting events and masculine culture.

From 1989 to 2022, Anheuser-Busch had exclusive alcohol ad rights to the Super Bowl

That meant if an alcohol company was not owned by Anheuser-Busch (and later after the merger, AB InBev), it could not advertise during the Super Bowl. This monopoly was part of how Budweiser became known for its Clydesdale Super Bowl ads.

Television transformed college football into a national spectacle

The rise of televised games in the mid-20th century expanded college football’s reach far beyond campus stadiums—turning regional rivalries into national events, boosting revenue, and cementing the sport as a Saturday tradition across the country.

College football bowl games boast some of sports' most absurd names and sponsors.

Tailgating is a cornerstone of college football culture

Hours before kickoff, fans gather in stadium parking lots and nearby lawns to grill, share drinks, and celebrate.

See some of college football's most iconic gameday traditions.

New rules introduced in 2021 let college athletes profit from their name, image, and likeness.

College football generates over $13B annually—but many programs run at a loss.

College football weekends deliver major economic boosts to local communities

Home games draw tens of thousands of fans who spend on hotels, restaurants, and entertainment—injecting millions into local economies and making football Saturdays vital for many college towns’ businesses and seasonal revenue.

Gatorade was first designed for college football players in Florida's heat.

Sports media have also embraced sports betting

For decades, ESPN kept its distance between reporting on games and talking about gambling lines. Sports teams refused to have franchises in Las Vegas, fearing it would harm the sport. But since 2018, that has changed. ESPN’s personalities regularly pick games, and the company has also launched its own betting app.

Anheuser-Busch sold half of its real estate holdings to survive Prohibition

The Budweiser parent company also created and sold out more than 25 different nonalcoholic products during this time, including but not limited to infant formula, frozen eggs, and specialized coffees and teas.

Despite originating in America, happy hour isn't allowed in every state.

Jimmy Carter signed a 1978 bill that legalized home brewing, a move credited with kick-starting the craft beer industry.

'NIL' in college sports refers to 'name, image, and likeness'

In 2021, the NCAA began allowing its student-athletes to profit from using their name, image, and likeness, now often called NIL. While this is now permitted by the NCAA, state law (and school policies) largely dictate what is permitted.

How men's volleyball teams are saving struggling colleges in the US

Many colleges and universities in the US are facing severe financial pressure from a mix of decreasing research funding, lower enrollment, and, overall, a decreased interest in higher education. For some colleges, beefing up athletic programs that aren't available at all schools, like men's volleyball, is attracting new students.

The states in America that drink the most beer

Americans, in 2020, drank on average almost twenty-six gallons of beer per adult aged twenty-one or over, over the course of the pandemic.

Total per capita US consumption of beer has dropped 30% since the 1980s

Between 2011 and 2021, AB InBev and MolsonCoors (two of the leading beer parent companies in the US) experienced a combined 17% drop in US market share. Budweiser parent company AB InBev has focused on premiumization and diversifying their product offerings in recent years to combat the losses.

Sports leagues have attempted to prevent athletes from betting

As pro and collegiate sports embrace betting (and the revenue that comes with it), each league works diligently to ensure the integrity of the games by hiring private firms to analyze irregular bets. These companies have flagged bets that led to the firing of Alabama’s baseball coach, the suspension of multiple athletes at Iowa and Iowa State, and, most recently, a lifetime ban on former Toronto Raptors forward Jontay Porter by the NBA in April 2024.

American beer, by the numbers

This statistics-focused resource breaks down the shape of the beer industry in the US, outlining the amount of beer produced by American breweries, the state cranking out the most beer, and the states with the most breweries per capita.

Horses can—and sometimes should—drink beer

Despite its reputation, beer is a good source of nutrition. In fact, it's a fairly common practice for horse owners to give beer to their horses. Beer is rich in skin-healing B vitamins, gut-stabilizing yeast, and hydration-encouraging barley. Plus, horse livers come prepared with special enzymes that break down alcohol, making inebriation nearly impossible.

College football bowl games boast some of sports' most absurd names

From the Famous Idaho Potato Bowl to the Pop-Tarts Bowl, college football's postseason is filled with quirky, sponsor-driven names.

NFL stadiums are designed to maximize profit, not number of seats

Most stadiums are actually getting smaller as the cost of land rises. Owners have sought to increase returns by designing prestige suits and clubs (rather than just more general admission) and laying out the stadium to maximize customer purchases.

The best beer cities in the US

This list contains some expected mainstays, like Asheville, North Carolina, and Portland, Oregon, as well as less-mentioned enclaves, like Minneapolis and Richmond, Virginia.

Explore why Americans are drinking less alcohol

US alcohol consumption fell 5% in 2025, with beer and wine leading the decline. Economists point to tighter budgets and less face-to-face socializing overall, while younger Americans are increasingly choosing not to drink.

The NFL makes most of its money through media licensing deals

The NFL, which reportedly earned more than $20B in 2023, generates its revenue through several key streams. The largest comes from media licensing deals, where networks and streaming platforms pay billions for the rights to broadcast games. Corporate sponsorships are another major contributor.

Go inside the ranch where the famous Budweiser Clydesdales live

Budweiser's famous Clydesdales, including the ones you see in Super Bowl commercials, live a cushy lifestyle on Warm Springs Ranch in Boonville, Missouri. The ranch is home to roughly 70 and 80 Clydesdales at any given time.

The College Football Playoff expanded to 12 teams in 2024.

Legal gambling on Super Bowl 60 is expected to reach $1.76B

Legal Super Bowl wagering has grown sharply over the past decade as US states legalized sports betting. In 2018, sports betting was only legal in Nevada and accounted for $158.5M.

How beer became a part of medieval culture

This history of beer's evolution during the Middle Ages unpacks how the brewing process, which killed harmful bacteria, made beer a safe alternative to water. That fact, along with the Catholic church condoning (and, in some cases, producing) the beverage, helped it evolve into a major commodity.

Some US states are now revising their happy hour bans

While states like Massachusetts started banning happy hour in the 1980s as an anti-overconsumption measure, not every state has kept these bans intact. This article dives into the arguments for and against revising the happy hour ban in Massachusetts, the first state to institute such a ban.

The general public cannot buy Super Bowl tickets at face value

The NFL controls every Super Bowl ticket, distributing none through a general public sale; after allotments to teams, players, sponsors, and the league, only about 11,600 tickets—roughly 16%—are available to fans at face value, mostly via team lotteries.

The SEC is a powerhouse conference with 16 teams and a rich Southern football tradition

Formed in 1933 after splitting from the Southern Conference, the Southeastern Conference began with 13 schools. It has since grown to 16 members, defining college football with numerous national championships and rabid regional rivalries.

Among most mainstream sports broadcasts, sports betting ads appear most often in women's basketball and hockey

A random selection of 50 different sports broadcasts tracked one sports betting reference every four minutes. In one of the randomly selected hockey games, the longest stretch of no gambling reference lasted about five minutes towards the end of the game.

A group of daring bootleggers created NASCAR

When Prohibition made alcohol illegal in 1920, it didn’t stop Americans from making and consuming it. The law drove the practice underground. Runners risked their lives to deliver moonshine and began racing among themselves.

Budweiser pioneered refrigerated rail transport for its beer in the 1870s

This enabled Budweiser to achieve national distribution long before competitors, fundamentally transforming the US beer industry. It was also among the earliest large-scale adopters to use pasteurization, allowing it to be shipped long distances without going bad.

Princeton University was a college football powerhouse in the 19th and early 20th centuries, winning the first-ever college football game against Rutgers in 1869.

Explore an archive of Budweiser’s past Super Bowl ads

With about 47 of them airing over the past few decades, Budweiser’s Clydesdale ads have basically become synonymous with the Super Bowl—but how many have you actually seen? From 1991 to 2024, this website includes many of Budweiser’s most famous Super Bowl ads.

Illinois rolled back its happy hour legislation in 2015, opting to cap reduced-price drink sales at 15 hours per week and prohibit them after 10 pm instead

In this episode of the podcast "The Right to Drink," alcohol expert and host Jarrett Dieterle explains why some states allow happy hour while others don't. The host also dives into the fight to change happy hour legislation across the US.

What is the NCAA First Four?

March Madness's play-in games—known as the First Four—whittle down the field from 68 to 64. This resource from the NCAA breaks down the history of the First Four, which began in 2011. The gears were in motion long before that, though, thanks to the addition of the Mountain West Conference to Division I, which necessitated more than 64 teams for the March Madness field.

The non-alcoholic wine market

A no-nonsense, stats-based exploration of the relatively new market for nonalcoholic wine. Driven by people looking to consume less or no alcohol at all, production of nonalcoholic wine has increased dramatically over the last few years. This report details the basics of nonalcoholic winemaking, as well as the current state of the market and what to expect in the future.

Craft beer is partially responsible for disrupting Budweiser’s US market share

Over the past few decades, as craft beer from smaller breweries has become more popular (as well as seltzers, light beers, and other alternatives), Budweiser’s market share has declined.

College football coaches are the highest-paid state employees in a majority of US states.

Massachusetts banned happy hour in 1984 during a surge in advocacy around preventing drunk driving

Massachusetts was the first US state to ban happy hours. The ban, which prohibits selling discounted drinks during designated times, occurred after a 20-year-old woman died in a drunken driving accident in Braintree, Massachusetts.

ESPN’s College GameDay show has been a Saturday staple since 1987

Debuting in 1987, College GameDay has become college football’s premier pregame show—broadcasting live from campuses nationwide, featuring spirited fan signs, and setting the stage for the day’s biggest matchups.

The Shutdown Fullcast tells college football's weirdest and wildest stories

The Shutdown Fullcast is a college football podcast covering everything from bizarre games and strange traditions to tangents about mascots and university town food.

More than 100 types of beer are produced around the world

Beer dates back to ancient times, and since then, the fermented drink has taken on many different styles around the globe, depending on the grain and ingredients used. See how pilsners, IPAs, Sours, and other types evolved from the drink's early history.

Beer companies turned Cinco de Mayo into a mass consumer event in the 1980s

Starting in the early 1980s, breweries including Anheuser-Busch, Miller, and Coors created Hispanic marketing departments and sponsored Cinco de Mayo events. By 2003, American beer companies spent over $5M annually on Cinco de Mayo advertising. Some users may experience a paywall.

In 2013, consumers reportedly purchased more beer on Cinco de Mayo than on Super Bowl Sunday or St. Patrick's Day

Beginning in the early 1980s, breweries positioned Cinco de Mayo as a "Mexican St. Patrick's Day," sponsoring events and targeting Latino consumers. Anheuser-Busch and Miller created Hispanic marketing departments, while Coors spent over $60 million marketing to Latino consumers.

The 1968 'Game of the Century' turned college sports into prime-time TV

The 1968 NCAA men's championship was the first game broadcast live in prime time. It met the moment, offering a legendary rematch between UCLA (led by a young Kareem Abdul-Jabbar) and Houston (led by standout center Elvin Hayes). This retrospective breaks down what made the game such a successful spectacle and how it transformed the market for all college athletics.