MADISON (WKOW) — The University of Wisconsin pulled in more than $3 million from alcohol sales at Camp Randall Stadium.

This marked the first year alcohol was sold during a full Badger football season, as well as three sold-out concerts. Patrick Herb, UW's assistant athletic director for strategic communication, described the first year as a success both financially and operationally.

"We heard a lot of great feedback from fans that they really enjoyed being able to have alcoholic beverages. We live in Wisconsin, we know that that's kind of part of the culture of going to professional events," said Herb.

The initiative was not just about boosting finances. Herb emphasized that it also aimed to improve fan experience and safety, a goal supported by initial data.

"We were encouraged by t

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