The Wisconsin Badgers football program is staring down a pivotal moment-one that could define the Luke Fickell era in Madison. After back-to-back seasons without a bowl game appearance-something that hasn’t happened since 2001-02-the pressure is mounting.
Fickell was brought in with College Football Playoff ambitions in mind. Instead, the Badgers are trying to claw their way back to bowl eligibility.
And now, a new data point is highlighting just how far the program has to go: alcohol sales at Camp Randall Stadium have hit an all-time low.
Camp Randall’s Decline in Alcohol Sales Mirrors On-Field Struggles
According to public records pulled by the Wisconsin State Journal, both attendance and alcohol sales at Camp Randall dropped significantly from 2024 to 2025. Attendance declined by 20 percent, while alcohol sales fell by 21 percent-a slightly steeper drop. That means fewer drinks sold per fan in the stands, a telling stat that goes beyond just wins and losses.
This was only the second season that Camp Randall sold alcohol stadium-wide-previously, sales were limited to clubs and suites. So while there isn’t a deep historical trend to analyze, the year-over-year dip is notable.
It’s tempting to draw a straight line between the Badgers’ 4-8 record in 2025 and the decline in beer sales. When the team struggles, fans are more likely to leave early or not show up at all-less time in the stadium means fewer trips to the concession stand.
But there’s also a broader cultural shift at play. Wisconsin, like much of the country, is seeing a general decline in alcohol consumption.
That said, winning still fixes a lot. A hot streak on the field tends to bring fans back-and when the team gives them something to celebrate, the taps usually flow a little more freely.
Looking Ahead: 2026 Offers a Path Forward
The good news for Badgers fans? There’s a chance to turn the page quickly. The 2026 schedule, while not a cakewalk, is far more manageable than what Wisconsin faced in 2025.
The non-conference slate includes a marquee matchup against Notre Dame at Lambeau Field on September 6, followed by home games against Western Illinois and Eastern Michigan. That’s a trio of games that could build early momentum-especially if the Badgers can pull off something special in Green Bay.
In Big Ten play, Wisconsin gets Michigan State, Rutgers, Minnesota, and USC at home-four games that could swing the season if the Badgers can protect Camp Randall. Road trips to Iowa, Maryland, Penn State, Purdue, and UCLA will test Fickell’s squad, particularly the matchups in Iowa City and Happy Valley. But compared to the gauntlet of 2025, this schedule offers more balance-and more opportunity.
Fickell Stays, but the Clock Is Ticking
Athletic Director Chris McIntosh reaffirmed his commitment to Fickell in November 2025, confirming the head coach would return for 2026. Alongside that announcement came promises of “significant” investments in infrastructure, staff, and NIL resources. That’s a clear vote of confidence-but also a signal that expectations are rising.
The goal is no longer just to stabilize. It’s to compete. And in Madison, that means getting back to bowl games-at a minimum.
There’s continuity in keeping Fickell, but there’s also urgency. The fan base is restless, the stadium is less full, and even the beer lines are shorter. That’s not the Camp Randall anyone in Wisconsin wants.
The path back to relevance is there. Now it’s on Fickell and the Badgers to walk it.