The Bruins have added another revenue stream while adjusting their Gameday experience on campus.
UCLA will begin selling beer and wine to the general public at home men’s and women’s basketball games at the Pauley Pavilion this season, the athletic department said in a statement early Tuesday morning. The move comes just over a year after Rose Bowl liquor sales opened for UCLA football games.
Athletic director Martin Jarmond similarly brought alcohol to football and basketball games at his last school, Boston College. Less than three years later he has achieved the same at Westwood.
“We heard fans loud and clear that many wanted beer and wine options for their gaming experience,” Jarmond said in the statement. “We are excited to offer a wide range of beer and wine while promoting responsible drinking.”
Beer and wine have technically been sold at the Pauley Pavilion since its 2012 renovation, but only to members of the Wooden Athletic Fund at the exclusive Pavilion Club. Now sales in the public hall will open to all customers over the age of 21, with a limit of two alcoholic drinks per transaction.
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The sale ends at the 10 minute mark in the second half of men’s basketball games and at the end of the third quarter of women’s basketball games.
Adding alcohol sales hasn’t quite helped address concerns about attendance for UCLA football, as the average has fallen from 43,849 in 2019 to 42,232 in 2021 and 34,719 in 2022 so far. The athletic department and the Rose Bowl have not released income figures from alcohol sales, so the rise in concession revenue may have been promising enough to transition from the grate to the hardwood regardless of broader fan behavior trends.
Along with the upcoming media deal with the Big Ten, the settlement of the lawsuit with Under Armour, the apparel deal with the Jordan brand and whatever else the Bruins’ post-season payoff will bring after starting 6-0 on the football field, the liquor sales of the UCLA Athletics help pay off their $102.8 million debt
UCLA gymnastics, men’s volleyball and women’s volleyball also all compete at the Pauley Pavilion, but there was no word on alcohol sales at their home events.
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