Prior to the 2017 season, alcohol sales at Ross-Ade Stadium were limited to premium seats and suites. After expanding alcohol availability to general concourses, sales nearly doubled in 2018 thanks in part to three night games that averaged $187,327 in gross sales. Afternoon kickoffs generated an average of $125,412 in alcohol sales.
Purdue remains one of four Big Ten Conference schools that allow the sale of alcohol throughout the entire stadium to guests 21 years or older at football games.
In other efforts to generate more revenue for the athletic department, Purdue also opened alcohol sales in Mackey Arena for the 2017-2018 basketball season, bringing in $263,322 in sales for men’s games and just over $5,000 for women’s basketball games.