Notre Dame will expand alcohol sales to include general admission seating at football, basketball and hockey games, the University announced Friday

In a significant policy shift, the University of Notre Dame announced on Friday that it will expand alcohol sales to include general admission seating at football, men’s and women’s basketball, and hockey games starting with the 2024–25 academic year. The decision, which was revealed in a university-wide press release, marks a major development in the fan experience at one of college athletics’ most iconic programs — and reflects a growing trend across the collegiate sports landscape.

Previously, alcohol sales at Notre Dame athletic events were limited to premium seating areas and specific hospitality zones. Beginning this fall, however, fans with general admission tickets will be able to purchase beer and wine at designated concession stands inside Notre Dame Stadium, Purcell Pavilion, and Compton Family Ice Arena. The university emphasized that the move will be accompanied by expanded safety protocols and a focus on responsible consumption.

A Major Culture Shift in South Bend

Notre Dame, a Catholic institution steeped in tradition and values, has historically been cautious when it comes to alcohol policy — particularly in public athletic venues. For decades, the university resisted the wave of alcohol sales sweeping through collegiate sports, opting instead to maintain a “dry” policy in its general seating sections. The limited exception for premium seating was instituted more recently, mirroring the revenue and hospitality demands of modern college athletics.

The latest decision, however, signals a meaningful change. In its announcement, the university cited a combination of factors behind the shift, including evolving fan expectations, the desire to enhance the gameday experience, and the opportunity to bring Notre Dame’s facilities in line with peer institutions.

“The University is committed to creating a safe, enjoyable environment for all fans,” said Micki Kidder, Notre Dame’s vice president for University Enterprises and Events. “After extensive study and consultation, we believe this expansion of alcohol sales — paired with enhanced oversight — will help us meet the expectations of our community while maintaining our institutional standards.”

Revenue Generation and Competitive Balance

Notre Dame’s move also aligns with broader financial realities in college athletics. As programs seek new revenue streams amid the growing influence of Name, Image and Likeness (NIL) compensation and conference realignment, expanding alcohol sales represents a proven method of boosting income without fundamentally altering ticket prices or broadcasting rights.

Schools like Ohio State, Michigan, LSU, and Alabama have all implemented similar policies in recent years, citing both financial upside and positive fan feedback. According to industry experts, alcohol sales at football and basketball games can generate anywhere from $500,000 to several million annually, depending on the size of the fanbase and volume of sales.

For Notre Dame — an independent in football and a member of the ACC in other sports — staying competitive in the rapidly changing landscape of college athletics means leveraging every resource available. That includes making its gameday offerings more attractive to casual fans, alumni, and students alike.

How It Will Work

Under the new policy, fans aged 21 and older will be able to purchase beer and wine at select concession stands throughout each venue. Purchasers will be required to present a valid ID at the time of purchase, and all sales will be limited to two alcoholic beverages per transaction. Sales will conclude at the end of the third quarter for football games, midway through the second half for basketball games, and at the end of the second period for hockey games — a structure that mirrors standard best practices across college and professional sports.

Additionally, Notre Dame plans to increase its security presence, add more trained alcohol servers, and offer resources such as designated driver programs and water stations throughout the stadiums. All game-day staff will undergo responsible beverage service training to ensure proper enforcement.

Fan Reactions and Campus Response

The reaction among Notre Dame fans has been largely positive, particularly from alumni and season ticket holders who have seen similar systems work effectively at other schools. On social media, many praised the university’s effort to modernize while still maintaining a controlled and respectful atmosphere.

“It’s about time,” wrote one Notre Dame alumnus on X (formerly Twitter). “We’re not asking for a nightclub — just the option to enjoy a beer at a game like almost every other major program allows.”

Students and faculty reactions have been more mixed, with some expressing concerns about the potential for rowdy behavior or changes to Notre Dame’s family-friendly atmosphere. The university addressed those concerns head-on, stating that protecting the campus culture remains a top priority.

“We are very mindful of our values,” Kidder added. “This policy change does not mean we are abandoning them. Rather, we are evolving to meet the needs of a changing fan base while continuing to emphasize safety and responsibility.”

Looking Ahead

With the policy set to go into effect in time for the 2024 football season, Notre Dame’s Sept. 7 home opener against Northern Illinois will be the first game where general admission fans can purchase alcohol. Similar rollouts are expected for basketball and hockey when their respective seasons begin in the fall and winter.

Notre Dame’s decision reflects a new era for college sports — one where tradition and modernization must coexist. For Red Line faithful, the ability to enjoy a cold beverage while cheering on the Fighting Irish represents not just a perk, but a small symbol of the times.