Haw BB, I resent that implication! ;-)
People are going to drink before games, if we can make some money because of that then why not?
Shearer's Bar at St James Park is a good example, both sets of fans seem to get in and haven't seen any bother at all. I'd cite that as an example of how it could work if I was trying to get planning. I'm sure there are others but that's the biggest one I have first hand experience of.
With respect to "blagging" concession season tickets, not sure what the problem is there. If I couldn't afford a full price season ticket but knew a student that had no interest in football then the club would have made money they otherwise would never see.
It happens often enough that the club are surely aware of it and have no problem with it. Bums on seats and a higher number of people in the ground puts the club in a better position for negotiating sponsorship and pitchside advertising etc.