when I would go to the Coliseum to see the Rams. If I recall the crowds seem to be mostly males in their 50s and 60s. Most wore hats and many were in suits. I never saw anything close to a fight in the stands. I'm sure they sold alcohol (beer) in the stands but can't be sure.
So what happened ? My theory-the Rams and Van Brocklin. They made football really fun to watch with their great passing teams. More so than any other teams "in the day".So national TV became interesed in terms of TV and advertising. Of course a younger crowd followed. Young people and alcohol have always been dancing partners.