WSU introduces beer and wine sales at Martin Stadium

PULLMAN, Wash. – Washington State University fans will experience a historic first when the Cougars face the Huskies in the Apple Cup on Saturday, as Martin Stadium, for the first time, will offer beer and wine sales throughout most of the venue during a Cougar football game.

The sold-out rivalry game marks a new era for WSU athletics, which previously limited alcohol sales to suites, club levels and the beer garden outside the stadium.

“We’re always looking for ways to increase revenue, find diverse revenue streams and raise it in a more dynamic fashion,” said Jon Haarlow, Assistant VP and Senior Deputy Director of Athletics and Chief Operating Officer for Cougar Athletics.

The expanded alcohol sales come with significant policy changes. Most notably, the university has implemented a no-reentry policy effective immediately.

“No reentry going forward,” Haarlow said. Once fans scan their tickets to enter the stadium, they cannot leave and return with the same ticket.

Fans expressed enthusiasm about the changes, with many seeing the alcohol availability as an enhancement to the game day experience.

“Now it’s even better because beer is here. Beers here!” said Austin, a fan preparing for the game.

Another fan, Kaiden, believes the change will energize the crowd. “I’m happy. I think it’s going to get all of our fans riled up. We’re going to be able to have a lot better time here in the stadium and give us a little more confidence to beat those dogs.”

The new alcohol policy includes specific restrictions and pricing. Beer and wine will each cost $10.99, and fans can purchase up to two beverages per ID per trip to concession stands. However, alcohol will not be allowed in or sold near the student section.

Despite the no-reentry policy, fans seem committed to staying for the full game experience.

“You know, a true Coug fan would never leave the stadium. We would stay there until the end and we would ride it out,” Kaiden said.