Jeff Hanisch-Imagn Images
*Update: This story has been edited to reflect new data following a correction. Initially, Wisconsin was believed to be the leader in alcohol sales. It is actually Nebraska.
The Wisconsin Badgers have played a bad brand of football in the 2025 season. It’s now impacting fans’ desire to drink beer in Camp Randall Stadium.
Data has been provided for about two dozen schools showing alcohol sales across the first month of the season. Wisconsin’s numbers are down significantly from last year.
Matt Brown of Extra Points reached out to a number of schools regarding August/September alcohol sales. A total of 21 responded, with the majority hailing from Big 10 country.
Included in the data were Wisconsin, Nebraska, Michigan, Minnesota, Indiana, Illinois, and Michigan State. SEC counterparts Tennessee and Kentucky provided their numbers, too.
Wisconsin football fans are not drinking beer.
At least not at home football games. The Badgers played three contests in Madison over first month of the season. Those came against Miami (OH), Middle Tennessee State, and Maryland.
Brown’s research states that Wisconsin sold 80,345 units for a total revenue of $971,781.
BREAKING NEWS:
I deeply regret to inform all of you that my original story HAD THE WRONG DATA FOR WISCONSIN. Here is the corrected alcohol sales chart, after talking with the school. Your ACTUAL LEADER (among my data) is NEBRASKA.
Full story here: https://t.co/M5fFQPNegx pic.twitter.com/Ahw2iCGkIa
— Matt Brown (@MattBrownEP) November 5, 2025
The Milwaukee Sentinel says through five home games this year, beer sales are down nearly 20%. A this point last season the Badgers were at $2.2 million. That’s about $400,000 more than what’s been sold in Camp Randall Stadium this year.
Wisconsin football fans have been known to drink. A few years back, they helped a pair of Utah bars record their most successful financial weekends ever when visiting for a game vs. BYU.
The school often ranks high when listing top party schools. Madison was named the fourth-drunkest city in the US in 2023.
The university approved alcohol sales in Camp Randall Stadium ahead of the 2024 season. It’s enjoyed massive revenues as a result.
Unfortunately, the bad brand of football currently being played is impacting attendance, an in turn, alcohol consumption in the venue.
The school’s official attendance number is “down from 76,057 to 70,745 so far in 2025.” But the actual turnout is “even lower,” as tickets scanned data obtained for the first four home games showed an “average of 51,980 fans per game.”
Fans don’t want to go to games. Their desire to drink beer in Camp Randall Stadium is gone.
Bad football is being played in Madison.
Wisconsin is competing for the title of “Worst Team in the Big Ten.” The Badgers have yet to win a conference game thanks to a non-existent offense.
The squad ranks 133rd (out of 134) nationally at 12.5 points per game. That number falls to 5.4 points against league rivals. The Badgers have scored just 27 points across five Big 10 contests.
Many have called for Luke Fickell’s job as a result of a current six-game losing skid. Administration has voiced support of the head coach to this point.
The Badgers will host 23-ranked Washington and Illinois in their final two home games. It does not appear the team will get things turned around. The totals at the beer stands will suffer because of it.