http://www.cleveland.com/metro/index.ssf...colle.html

"Beer sales peaked at $28,000 (at Kent State) during the 2013 season, according to the newspaper."

"A larger school, West Virginia University, which in the Big 12, began beer sales in 2011 in part to counter a problem with drunken fans coming and going from tailgate parties during games, ESPN.com said. Fans no longer can re-enter the stadium once they leave.

Beer sales have brought in at least $516,000 each of the past three years and campus police say alcohol-related incidents have declined sharply."

http://www.hookemplus.com/story/texas-fa...cent-2016/

"The athletic department netted about $1.3 million of those sales as part of its contract with 1883 Provision Company, a UT spokesman said."

VT sells alcohol to a small part of the stadium, though they've since expanded it to another small part beyond what's in this article. I can't find any revenue numbers through some quick digging. http://www.dailypress.com/sports/teel-bl...-post.html

"The west side club seats represent approximately 2 percent of Lane Stadium’s 65,632 capacity, and the athletic department will net only 12 percent of beer and wine sales. "

If I had to guess it looks like a) there's a fairly significant amount of overhead/sunk costs that goes in to selling beer at games, and b) the larger schools have a bigger percentage of their attendance that's over 21 and able to drink. It might not be cost effective given attendance and expected revenues.