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Beer and wine sales are coming to WSU games just in time for Apple Cup

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  Published in Food and Wine on Wednesday, September 10th 2025 at 16:21 GMT by Seattle Times
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Washington State Board Green‑Lights Beer and Wine at Martin Stadium

On a crisp Wednesday, the Washington State Board of Regents approved a long‑awaited policy that will allow beer and wine to be sold at WSU’s Martin Stadium during football games. The decision, which the board made after months of deliberation and rigorous compliance reviews, opens a new revenue stream for the Cougars’ athletic department and marks a milestone in the university’s efforts to enhance the game‑day experience for fans while maintaining a strong commitment to student safety.

A Legal Pathway to Alcohol Sales

Washington state law has traditionally barred the sale of alcohol at university sporting events. However, the law does give the Board of Regents the authority to authorize exceptions, provided the institution can demonstrate that it has put robust safeguards in place. Over the past three years, WSU’s athletic department has worked closely with the university’s legal counsel and the state’s Department of Alcoholic Beverage Control to create a comprehensive policy that addresses age verification, service limits, and safety protocols.

The board’s resolution, adopted in a 9‑to‑3 vote, stipulates that the policy will apply only to games played at Martin Stadium and only to beer and wine. The policy specifically excludes spirits and will be strictly enforced by a third‑party vendor that will handle all sales, packaging, and payment processing. The vendor will also be required to provide the university with real‑time data on sales volume, ensuring transparency and compliance.

University Leadership Weighs In

WSU’s president, Dr. Michael J. R. S. — a former college athlete himself — praised the board’s decision. “This is a pivotal moment for our student community. By responsibly introducing beer and wine into the game‑day atmosphere, we’re not only enhancing the overall fan experience but also generating critical revenue that will fund upgrades to our facilities and support the broader student body,” he said.

Athletic Director Steve B. noted that the policy has been in development since 2021, when the university first filed an application with the board. “We’ve worked tirelessly to demonstrate that we have the infrastructure and oversight needed to keep the environment safe,” he said. “The approval we received is a testament to the hard work of our compliance team, the board, and, of course, our student‑athletes who are the heart of the Cougars’ culture.”

A Revenue Boost for the Cougars

According to the board’s analysis, the new policy could bring in an estimated $700,000 in additional revenue during the 2024‑25 season. The revenue is earmarked for several key projects: upgrading the stadium’s sound system, renovating the student‑athlete training facilities, and expanding the food‑service offerings at the stadium. “Every dollar we collect will be reinvested into our athletes and the campus,” said Athletic Director B. “This is not just about alcohol sales; it’s about enhancing our entire athletic experience.”

The university also emphasized that the revenue boost will be accompanied by rigorous safety measures. A designated “drinking lounge” will be available near the student‑athlete section, where guests can enjoy beverages in a supervised environment. An on‑site security team will conduct age verification checks using a mobile ID‑scanning app, and the vendor will be required to train staff on responsible service practices.

Addressing Community Concerns

While the decision was celebrated by many student‑athletes and supporters, it was met with cautious optimism by a segment of the community. Local residents near the stadium’s entrance have expressed concerns about potential noise, litter, and the possibility of underage drinking. In response, WSU’s community liaison officer, Lisa K., announced that the university will conduct a series of town‑hall meetings to educate residents and gather feedback.

“We’re committed to maintaining a safe and welcoming environment for everyone,” K. said. “The policy includes strict enforcement of age limits and a zero‑tolerance stance on underage drinking. We will also be monitoring traffic patterns and cleaning protocols to ensure the surrounding neighborhoods remain undisturbed.”

The Road Ahead

The policy will take effect with the start of the 2024 season, giving the athletic department a few months to finalize vendor agreements and set up the necessary infrastructure. The university will host a pre‑season kickoff event to educate fans on the new procedures, featuring a short briefing by the university’s compliance officer and a demonstration of the ID‑verification system.

The board’s decision also opens the door for other universities in the Pac‑12 to re‑evaluate their own policies on alcohol sales at sporting events. WSU’s leadership has expressed interest in collaborating with peer institutions to share best practices and ensure that any expansion of such services nationwide is grounded in safety and fiscal responsibility.

In Summary

The Washington State Board of Regents’ approval of beer and wine sales at Martin Stadium marks a significant step forward for WSU’s athletic program. By balancing revenue generation with stringent safety protocols, the university aims to enhance the Cougars’ game‑day atmosphere while safeguarding student welfare and community relations. The coming season will serve as a testbed for the policy’s effectiveness, and its outcomes could shape how collegiate sports venues across the state approach alcohol service in the years to come.