Indiana University will allow beer and wine sales to the general public at football games for the first time this fall.
The university says it's part of a pilot program recommended by a consulting firm Wasserman. IU will select a third-party vendor to conduct the sales.
"Our main goals with this initiative are to enhance the gameday experience and reduce alcohol-related incidents in and around the stadium," IU Vice President and Director of Athletics Fred Glass said in a statement. "While there will be some comparatively modest revenue generated by these sales, that is not the primary purpose of this program."
A press release says 10% of the net sales will go to campus alcohol safety programming.
The university hired Wasserman to study the possibility of wine and beer sales at football games. A study found more than 50 other schools that have such sales found their introduction resulted in improved gameday attendance. The analysis also found it resulted in a drop in alcohol-related incidents and safety issues. IU says five other schools in the Big Ten sell alcohol at sporting events, including Purdue.
The vendor selected to sell beer and wine will be required to check identification of those purchasing beverages and maintain a two-drink limit during each transaction. Beer and wine sales will stop at the end of the third quarter.
A task force made up of university officials will oversee the pilot program. It will decide whether the program should continue or expand to other venues.
This story will be updated.