The University of Michigan athletic department will begin selling alcohol at Michigan Stadium with the start of the 2024 football season, after carefully reviewing previous alcohol-sale rollouts and fan experiences at Yost Ice Arena and Crisler Center.
The Board of Regents voted May 16 to implement a Class C liquor license at the Big House, starting Aug. 31 with a home football game against Fresno State.
In October 2023, regents voted to ask the Michigan Liquor Control Commission for liquor licenses at three U-M athletic venues: Michigan Stadium, Yost Ice Arena and Crisler Center. The board also voted to implement licenses for Crisler and Yost — which began in February — and to review the rollout of alcohol sales at those two venues before considering implementation at Michigan Stadium.
Part of the implementation process included the athletic department collaborating and regularly meeting with campus partners — including the Office of Student Life, Division of Public Safety and Security, Risk Management and Government Relations — to ensure a safe and responsible rollout of alcohol sales at Crisler and Yost.
There have been no reported behavioral issues related to drunken behavior or medical responses related to alcohol at either venue since the implementation.
Information gathered from this review helped inform best university practices at the first two venues, and guide the expansion of alcohol sales to Michigan Stadium.
The athletic department also has implemented procedures to ensure compliance with Michigan laws and state Liquor Control Commission rules and regulations, as well as U-M policies related to alcohol.
To ensure a safe and enjoyable experience, regulatory features also include requiring all patrons to show ID at every purchase, and limiting each transaction to two alcoholic beverages per legal-drinking-age guest.
In addition, the athletic department has been collaborating with the Office of Student Life on responsible alcohol consumption messaging at each of the venues.
Michigan Athletics will use the alcohol-sale revenue for operational expenses, with a portion going to the university to help fund campus research projects.
