A bill has just been passed and is soon going to be finalized that will allow eight different locations, most prominently TCF Bank Stadium, to serve alcohol. They are first in the Big Ten to sell liquor to general seating fans and will make a large profit off of this decision. The University is not the only entity that will experience a benefit from this; more money will be seen by the state in form of tax revenue and if the Minnesota Vikings do build their new stadium they will have a place to play where they can cater to their fan-base.
In reference to the title of this posting, alcohol throughout the game might encourage students to stay, instead of getting bored with a losing team and leaving by halftime. The University has tried to no avail in recent years to fill the student section, this being their latest installment in the saga. This might be their ace in the hole.