USC Set To Sell Beer, Wine For Trojan Football Events

Time to party like it's 2004.

USC announced on Thursday that the LA Coliseum will be bringing back alcohol sales for the upcoming college football season in order to upgrade the experience for returning Trojans fans ... which is also a convoluted explanation by the program in wanting increased concessions revenue to make up for last year's lost wages after Pac-12 fans were banned from sporting events.

Back in August of 2020, the Pac-12 CEO Group unanimously voted to ban all sporting events for the remainder of the pandemic year — with the expectation that an improved 2021 would signal a full return to sports for the conference. The conference then announced in November that it would be welcoming back winter sports without the presence of fans.

Pac-12 Commissioner Larry Scott made the announcement:

“The health, safety and well-being of our student-athletes and all those connected to Pac-12 sports has been our number one priority since the start of this current crisis. Our student-athletes, fans, staff and all those who love college sports would like to have seen the season played this calendar year as originally planned, and we know how disappointing this is.”

As reported by NewsNation, the announcement of alcohol sales will extend to other USC athletics, such as basketball games played at the Galen Center, meaning that So Cal frat guys and soy boys can come together for a crisp Modelo or Franzia boxed wine at tip-off.

The change in ruling will break a 17-year ban on alcohol sales at games; first dictated back in 2004 on the basis that USC sporting events were becoming too disruptive and rowdy due to inebriated fans.

USC AD Mike Bohn said the following regarding the school's decision:

"As we planned for the return of fan to the Coliseum in 2021, it was a priority to create an even great gamely experience than before the pandemic. We are excited about these enhancements, which ensure that attending a USC game at the Coliseum is a safe and enjoyable experience that matches our spectators' expectations in the Los Angeles marketplace."

The Coliseum is set to welcome back fans in the fall at full capacity, barring any changes from the Golden State that could prohibit a soirée of 77,500 fans to come together for a hearty drinking binge. Which would be a total buzzkill.

Follow along on Twitter: @AlejandroAveela