$2 million in alcohol sales reported at Memorial Stadium this season

Total alcohol sales in Memorial Stadium topped $2.07 million through the first four Nebraska football home games, or about $500,000 per game, according to data from Husker Athletics.

That appears to be in line with what the athletic department had projected.

When alcohol sales were approved at all university system athletic venues last fall, athletic director Troy Dannen estimated revenue could reach $3 million-4 million throughout the entire season at Memorial Stadium. Dannen said Ohio State and Michigan, which have larger stadiums, do about $1 million per game in sales.

Meanwhile, total concession sales, including beer and seltzer, increased by more than $2 million compared to this point in the 2024 season. Total revenue went from $3.5 million last year to $5.8 million this year.

As for alcohol-related incidents, arguments by the University of Nebraska Board of Regents for reduced binge drinking on game days prevailed in its approval of booze sales last October.

When it comes to fan behavior, the University of Nebraska-Lincoln Police Department is reporting a decrease in alcohol-related calls. There was an average of 13 such calls in the first four home games last year, compared to fewer than 12 this year.

However, the number of people cited for alcohol violations in or around the stadium has increased, from an average of more than one to four. UNLPD notes that it has increased police presence by 25% on game days.

Ejections and people denied entry are also up this season, with an average of more than 12 through four games last year to 13.5 so far in 2025. UNLPD says fans can be denied entry or ejected for reasons other than alcohol as well.

Editor's note: A previous version of this story said athletic director Troy Dannen estimated $3 million-4 million in alcohol sales per game at Memorial Stadium. In fact, he meant NU would sell $3 million-4 million in alcohol throughout the entire season.