Iowa generates $3.2 million in alcohol sales

In its first yr promoting beer all through Kinnick Stadium and its different sporting venues, Iowa’s athletics division generated greater than $3.2 million in product sales, based on numbers equipped to The Athletic by way of an open-records request.

A lot of the alcohol income got here from Iowa’s seven house soccer video games. Gross alcohol gross sales exceeded $2.54 million and settled on $2.4 million after gross sales tax. The division previously bought beer and wine completely in Kinnick Stadium’s premium space and that income greater than doubled from $294,461 in 2019 to $659,213 in 2021. The most important single-game gross got here in a top-five matchup in opposition to Penn State, producing practically $473,000.

Of this system’s winter sports activities, the Hawkeyes totaled $632,487 in alcohol gross sales. That features $359,142 throughout males’s basketball video games, $191,285 for wrestling meets and $82,060 throughout ladies’s basketball video games. Iowa’s solely weekend house Massive Ten males’s basketball recreation generated essentially the most alcohol gross sales ($42,030), Jan. 27 in opposition to Penn State, whereas the No. 1 vs. No. 2 wrestling twin in opposition to Penn State was the highest-grossing occasion in alcohol gross sales exterior of soccer ($71,213).

(Photograph: Jeffrey Becker / USA TODAY Sports activities)