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Beer Sales on Tap for TCU Baseball

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Texas Christian University (TCU) baseball is about to roll out beer sales, a move that will provide a new beverage offering to fans at Lupton Stadium

Money from beer sales has been a more sought-after revenue source at college athletic venues in recent years, and that has extended to baseball. TCU is now jumping aboard the trend for college baseball, as it will make beer available at Lupton Stadium beginning with its Wednesday, May 2 home game against Dallas Baptist.

This move has been under consideration by TCU officials for some time. Along with potentially broadening the appeal of attending a TCU baseball game, beer sales at Lupton Stadium could provide a road map if the university eventually to decides to add beer to the beverage lineup at its other athletic facilities. More from the Fort Worth Star-Telegram:

TCU athletic director Jeremiah Donati and his team have been working to make it a reality for the past several months. It’s a topic that has been discussed among the athletic department and fans for years, especially for Amon G. Carter Stadium. Consider Lupton Stadium beer sales a dry run for Amon G. Carter.

“We want to enhance the game day experience for all of our sports,” Donati said. “We want to appeal to that next generation of TCU baseball fans. Maybe this will make them more likely to get in line to buy a season ticket. Or, if we expand the stadium they’ll be more likely to participate there.”

Beer won’t be sold by hawkers walking down aisles like you see in professional ballparks. Also, there are no in-and-out privileges out of liability concerns. Sodexo, the massive food service company that already prepares food on campus, will distribute the beer at the same concession stands selling soda, nachos and hot dogs. Sales will stop after the seventh inning.

“We thought this was a pretty low risk, but it’s our first time going through it and I’d like to walk before we run and make sure we do it responsibly,” said Donati, who was named AD in December after Chris Del Conte left for the same job at the University of Texas.

TCU is expected to offer a mix of beers that includes staples such as Bud Light and Miller Light, along with some craft beers. Wednesday’s game begins at 6:30 central time.

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