Image courtesy of JMU Athletics Communications

By Bennett Conlin (This content was originally published in our newsletter)

What?! That’s right, folks. Beer. At. Bridgeforth. JMU football will offer limited beer sales at 2019 home games. 

The details – Read the full release for the thorough explanation on the decision, as well as the rules. We’ll hit the highlights. 

• Here’s a quote from the release on where the beer will be sold: “Sale locations will be established in the ground level of the North end zone as well as both the lower and upper concourses of the West stands. There will not be any locations on the East stands, where the student seating section is located, at this time.”
• Beer sales start when the gates open and end at the end of the third quarter. 
• Fans can purchase two beer per transaction and no more than four per game. Wristbands will be used to monitor the count. 
• JMU put a lot of thought into this, including looking at what FBS schools were doing. 

Quick thoughts – The Dukes are one of the top-5 programs at the FCS level, but it’s still a struggle to draw consistent crowds. Selling beer during the game helps. It seems like a smart decision and mirrors what many FBS programs are doing. Blame us millennials for having short attention spans and needing alcohol to get excited about events.