By Sammie Hill–
Although some disagree with the sale of alcohol at athletic matches, the University of Louisville serves alcohol at football, basketball and baseball games.
Baseball games will now feature $1 beers on Fridays to reinforce what has become an integral part of the Cardinal tradition throughout the years.
“It’s part of society here,” men’s basketball Sports Information Director Kenny Klein said. “Alcohol is in our makeup in the state of Kentucky, really, but it’s also that people don’t do it to the extremes that people cause problems.”
To prevent overconsumption, the university stops alcohol sales at a certain point during each game and hires security, both uniformed and undercover, to monitor over-indulgence and under-aged drinking. Additionally, Papa John’s Cardinal Stadium features an alcohol-free section for those who want to be away from drinking.
The NCAA doesn’t control regular-season and conference tournament decisions to sell alcohol; the decision works on an institution-by-institution basis in almost every case. However, the Southeastern Conference bans alcohol sales to the general public in its facilities.
“When you don’t have major issues—and we fortunately have not—I don’t think people think much about it except when they go elsewhere,” Klein said, “and our fans are wondering if they serve beer there.”
Surrounded by distilleries such as Brown-Forman, Jim Beam, Maker’s Mark and Heaven Hill, Louisville lies in the heart of Bourbon country; thus, alcohol remains part of the culture of the city.
“If you don’t mix that up into athletics here, then you’re missing out on a big target market — and that target market is everybody,” graduate student Darwin Rivera said. “Bourbon is one of their big things. Everyone knows that, and I think everyone understands that.”
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Photo: Michael Baldwin/The Louisville Cardinal
