USA Today Examines Relationship Between Colleges And Alcohol

A Majority Of Major Football Programs Have Designated Tailgate Areas

The relationship between alcohol companies and colleges is extensively examined in USA TODAY’s News, Money and Life sections, as well as in an online chat discussing the issue. In a front page Cover Story, USA TODAY’s Steve Wieberg reports 54 of the 119 NCAA Division I-A schools “allow the sale of alcohol through public concessions, in private suites or both — at one or more playing venues.” Of the 119 schools, 85 have designated tailgating areas, and “barely one in 10 keeps those zones alcohol-free.” Of the 54 schools, 18 “permit public sales at facilities on campus.”

SIGNS OF THE TIMES: Wieberg adds that 64 schools “allow alcohol advertising at athletic events, in stadium or arena signage or in game promotions.” Missouri gets $490,000 from a sponsorship with Anheuser-Busch this year, while Wisconsin receives $450,000 from Miller and A-B, and Colorado takes in $392,000 from Coors. Meanwhile, Univ. of Miami President Donna Shalala said that the school “ended a sponsorship agreement with Coors two years ago” and “is phasing out another with” Bacardi. While the NCAA banned alcohol sales and on-site advertising at its championship events, it allows alcohol advertising on postseason TV and radio broadcasts. Most schools allow alcohol ads during radio broadcasts, and conferences, “which largely control regular-season television rights, allow them on those broadcasts.” A-B VP/Global Media & Sports Marketing Tony Ponturo said of advertising via college sports, “We feel in trying to reach the adult consumer, 21-plus, that it’s very appropriate.” But Wieberg notes that Florida, Ohio State and Kentucky “no longer allow alcohol advertising on any TV and radio broadcasts they control.” The ban costs Florida an estimated $200,000, compared to its $64M annual athletics budget, but Florida AD Jeremy Foley noted, “That’s four endowed scholarships a year” (USA TODAY, 11/17).