Tennessee Director of Athletics Danny White has often talked about the importance of creating revenue in the new era of college athletics where NIL and revenue sharing is highly important to putting competitive teams on the field.
One way to do that is with alcohol sales. The Vols first started selling alcohol at Neyland Stadium during the 2019 season and the Vols are raking in cash since.
According to reporting from Extra Point’s Matt Brown, Tennessee made the second most revenue on alcohol sales during the first month of the 2025 season. The Vols played three home games during the first five weeks of the season, selling 107,473 units for $1.624 million.
Only Nebraska’s Memorial Stadium made more off of alcohol, selling 168,293 units for $2.075 million. Like Tennessee, the Cornhuskers played three home games during the first five weeks of the season.
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The data Brown gathered through FOIA acts includes the alcohol sales for just 21 schools. The other 24 Brown requested information from either do not control their concessions, can not share until the end of the season or declined to share the information at all.
But the 21 schools that shared information included a number of top sellers like LSU, Michigan, Wisconsin, West Virginia and Indiana.
Tennessee ranked third in total numbers of units sold with LSU’s 134,668 units easily eclipsing the Vols’ 107,473. Fans have oft criticized Tennessee for the price of alcohol at its athletic venues. But White noted on X (formerly Twitter) Wednesday that Tennessee sells alcohol at sporting events in 24 ounce cans which is effectively the size of two beverages.
The Vols went 2-1 at Neyland Stadium during the first five weeks of the 2025 season. Tennessee knocked off non conference foes ETSU and UAB in blowout fashion while falling to rival Georgia in overtime. Josh Heupel’s fifth Tennessee team knocked off Syracuse in a neutral site game to begin the season and also had an open date.
