Camp Randall Stadium saw a significant financial boost.
This boost included bringing in over $3 million from alcohol sales in its first year of offering drinks to attendees.
The University of Wisconsin-Madison introduced alcohol sales as part of an effort to enhance both safety and the overall fan experience.
A major contributor to the revenue was the Morgan Wallen concert in June.
The concert set a sales record and marked the stadium’s first concert since The Rolling Stones played there in 1997.
