For the first time in the 62-year history of the
Heisman trophy, the Downtown Athletic Club in New York has
"leased the Heisman image to a beer company," and to some
college football fans, that "is close to treason," according
to Edward Moran of the PHILADELPHIA DAILY NEWS. Starting
this month, and running through September, Coors will run a
"Name the Heisman Trophy Winner" contest which will send
eight winners to the Heisman award ceremony in New York.
Sean Ingram, spokesperson for the Downtown Athletic Club,
said he did not know how much Coors paid for the promo.
Heisman Award Committee reps "were not available for comment
Monday" (PHILADELPHIA DAILY NEWS, 8/20).
SILVER BULLETS: Coors spokesperon Dave Taylor said that
the promo, for the Coors Light brand, was "being promoted on
radio and at retail stores that sell beer," but that it "is
not being marketed to students." Taylor: "This promotion is
not being pushed, or marketed, on college campuses. We are
not the sponsor, or the official beer, of the Heisman
Trophy; we are simply using the Heisman Trophy as the basis
for a promotion." More Taylor: "From a promotional angle,
it provides sports fans, football fans, with the opportunity
to attend that event which is otherwise not available to
them." NCAA Dir of PR Wallace Renfro said the NCAA is not
affiliated with the Heisman and does not control its use in
promos. Renfro: "Beer is a legal product. Our position is
we are against the abuse of the product, and that is not the
same thing as saying we are against alcohol but we'll take
their sponsorship money" (PHILA. DAILY NEWS, 8/20).
