Earlier this year I had some research published on the demand for college football, where the paper looked at college football as a two part tariff (price) where someone who wanted to go to a college football game needs to pay a membership fee (athletic club) and then pay to buy the ticket for a seat. I found that not including the membership fee in the analysis results in consumers looking like they are price inelastic and if you do include the membership fee then college football fans are price elastic.
Recently Rob Baumann and myself were interviewed as to why attendance is dropping for college football (in FBS). Here is a link to that report: At the end of the audio report it mentions that more college football stadiums are offering alcohol for legally aged general admission spectators. My current research says that selling alcohol at FBS stadiums does NOT significantly affect attendance.