Learfield said college-licensed alcoholic beverages had $7.5 million in total sales during the 2024 fiscal year.

Missy Vraney and Kristin Westphal didn’t go to Marquette. Neither did any of their relatives. Yet their family tradition of attending Golden Eagles basketball games spans generations.

“People love drinking beer with their favorite school, their favorite sports team’s logo on ... by Tennessee law school graduate Joe Baker. Third Space, which makes Marquette Golden Ale ...