Cal is considering selling alcohol at games to reduce budge deficit

According to SFGate: 'Cal’s financially strapped athletic department is considering selling alcohol at football and basketball games — as well as the naming rights to Memorial Stadium — in an effort to boost revenue amid a massive budget shortfall.  The department, which lost about $22 million last year, is aiming to reduce its overall deficit by $4.65 million this fiscal year, according to budget plans for 2017-18. Potential expense reductions include trimming roster sizes for men’s sports and reducing the number of out-of-state scholarships offered; cutting entire sports was not specifically listed." 

Do you think this would have any negative sides to it? I mean people usually drink before entering the game so what would make this any different from a professional football game?