For what worth... OU has been studying the availability of alcohol at its various sports venues for years but only made it available at Owen Field, other than in the suites, at this year's spring game. The most interesting findings were that revenue increases aren't that much because of the increased expenses associated with serving the product. There have been no increases in alcohol related incidents at games or matches, depending on the sport. Alcohol advertising does become an opportunity although AB already sponsors SOONERSPORTS TV. The selling point made by the administration is..."fan experience." We are just like most programs...it is becoming increasingly difficult to ensure a sold out football game.