The Center for Science in the Public Interest has kicked off a campaign aimed at getting colleges and universities, athletic conferences and the NCAA to stop taking money from alcohol advertisers.
George Hacker, director of the CSPI's alcohol policies project, commented: "University officials are selling their students and other young fans to beer marketers, and at the same time their greatest concern on campus is alcohol problems. They lose a great deal of credibility."
The CSPI said alcohol producers spent nearly $600 million on sports programming in 2002. Of that, nearly $60m was spent on college sports programs, funding more than 6,200 ads.
The NCAA basketball tournament in 2002 had 939 beer ads, more than the Super Bowl, World Series, college football bowl games and NFL Monday Night Football combined.
NCAA spokesman Jeff Howard said no changes are being considered at this time but noted that the NCAA restricts the amount of time and types of alcoholic beverages advertised during its championships.
"The NCAA routinely reviews its advertising policies and procedures, and ultimately the membership will make the determination on changes."
US college sports may be robbed of the lucrative revenue gained from alcohol brand advertisers after a public consumer group launched a campaign to ban such tie-ups.
