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The Texas Longhorns fans will have options to drink at baseball, softball, men’s and women’s basketball games. Beer sales would begin Wednesday evening for Texas’ men’s basketball game against Baylor.
This will be the beginning of a new era for beverage options at Texas athletic events. Longhorn baseball, softball and men’s basketball home games will also sell beer. As of now, Football has not been approved for beer sales. In the past, the school has looked into selling beer during home games. If this initial experiment goes well, the school would explore selling alcohol at Darrell K Royal Memorial Stadium.
Beer sales at sporting events had been considered by Deloss Dodds, but did not gain the momentum needed. Due to simple supply and demand, The University of Texas will probably add a hefty price for a beer, like you would expect at any other major sporting event.
The calculated risks could help the athletic department’s already huge profits rise. Beer costs are extremely low and the markup is huge.