The study, published in Addictive Behaviors, found students drink alcohol more on football game days than on well-known drinking days such as New Year's Eve and Halloween.

Study co-authors Kim Fromme of the University of Texas at Austin and Dan Neal of Kent State University tracked students during the 2004-2005 and 2005-2006 University of Texas at Austin football seasons. In the latter season, the football team garnered a national championship.

The researchers also found levels of student drinking higher for high-profile games -- but only if the students were on campus. Drinking levels were relatively low when a big rival was played during Thanksgiving break when students were not on campus and for bowl games played during the semester break, Fromme explained.

"These results indicate drinking is connected not only to the game itself, but to the social context associated with the event," Fromme said in a statement. "Most events associated with heavy drinking occur only once a year, such as spring break, but the weekly football schedule presents students with more regular opportunities to drink."