For many years, it was an NCAA rule that alcohol could not be served at any on campus venues. If any school played games at off campus venues they could sell alcohol if they wanted to at off campus venues. Then about 20 years ago the NCAA decided it was disingenuous to take sponsorship money from beer companies and not allow beer to be sold at on campus venues, so they left it up to the schools to decide for themselves if alcohol could be sold on campus. Strangely, the NCAA still bans alcohol sales at all Final Four and other NCAA championship events.