THERE May, 
     
     WowEVER SE B 
     
     SUPREME SE ing 
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
     BEER SPORTS SPONSORSHIPS MAY BE ON WAY OUT 
     
    
   
   
    
     TORONTO (CUP) — Brew- 
     
     ery sponsorship of university 
     
     athletics may become a thing 
     
     of the past if the Council of 
     
     Ontario Universities (COU) 
     
     has its way. 
     
    
   
   
    
     The COU, which consists of 
     
     the presidents of the province’s 
     
     15 universities, is concerned 
     
     about student drinking and the 
     
     relationship between alcohol 
     
     and athletics. 
     
    
   
   
    
     Earlier this year it asked its 
     
     members to review their poli- 
     
     cies on brewery sponsorship of 
     
     athletic events. 
     
    
   
   
    
     As a result, many athletic 
     
     departments could find them- 
     
     selves losing lucrative adver- 
     
     tising revenue and scrambling 
     
     for new forms of sponsorship. 
     
    
   
   
    
     William Sayers, COU’s Di- 
     
     rector of Communications, said 
     
     the recommendation resulted 
     
    
   
   
    
     from the findings of a special 
     
     committee on athletics. 
     
    
   
   
    
     “It came to their attention,” 
     
     he said, “that the volume of 
     
     sponsorship and the dollars 
     
     involved were considerable.” 
     
    
   
   
    
     Convincing some universi- 
     
     ties to give up on this type 
     
     of fevenue might prove to be 
     
     easier said then done. 
     
    
   
   
    
     Gib Chapman, Director of 
     
     Athletics and Recreation at U 
     
     of T, said a move to ban brew- 
     
     ery sponsorship would have a 
     
     large financial impact on U of 
     
     T’s athletic programm. He said 
     
     Labatt’s has been heavily in- 
     
     volved in at U of T, and a move 
     
     to stop its sponsorship would 
     
     result in a huge loss of adver- 
     
     tising revenue. 
     
    
   
   
    
     Some universities, however, 
     
     abandoned brewery sponsor- 
     
     ship long before the COU’s 
     
     recommendation. 
     
    
   
   
    
     by Mark Evans 
     
     University of Toronto Varsity 
     
     In 1982, McMaster Univer- 
     
    
   
   
    
     sity’s athletic department es- 
     
     tablished a policy of refusing 
     
    
   
   
    
     sponsorship from ‘companies + 
     
    
   
   
    
     promoting beer, wine,. or 
     
     tobacco. 
     
    
   
   
    
     Mary Keyes, McMaster’s di- 
     
     rector of athletics, said allow- 
     
     ing such activity was not con- 
     
     sistent with what the school 
     
     was trying to teach its students. 
     
    
   
   
    
     “We feel that in our academic 
     
     programs we’re promoting 
     
     knowledge of the effects of 
     
     tobacco on healthy lifestyles,” 
     
     she said, “and to be promoting 
     
     that through advertising is not 
     
     very consistent.” 
     
    
   
   
    
     She said the total sponsor- 
     
     ship package from the brewer- 
     
     ies was only worth $15,000, so 
     
     there was nota large financial 
     
     loss involved. 
     
    
   
   
    
     Chapman said McMaster’s 
     
     administration made the deci- 
     
    
   
   
    
     sion easier by re-embursing the 
     
     athletics department for the 
     
     money it lost by initiating the 
     
     policy. 
     
    
   
   
    
     Keyes said her department 
     
     replaced the lost revenue by 
     
     actively pursuing other types 
     
     of corporate sponsorship. One 
     
     sign of their success, she said, 
     
     is the new $30,000 football 
     
    
   
   
    
     scoreboard built through the 
     
    
   
   
    
     sponsorship of Domino’s Pizza 
     
     and Coca-Cola. 
     
    
   
   
    
     Two years ago Ryerson Poly- 
     
     technical Institute adopted a 
     
     similar policy restricting 
     
     advertisements from beer com- 
     
     panies. Chuck Matthews, As- 
     
     sistant Athletics Director at 
     
     Ryerson, said at one time 
     
     Labatt’s and Molson’s were 
     
     involved in the school’s intra- 
     
     mural programmes. 
     
    
   
   
    
     “We have gone away from 
     
     that because we didn’t want to 
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
     1 HOUR LATER 
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
     THIS /S DEBBIE'S 
     
     PLACE, ALL RIGHT! 
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
     NOBODY 
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
     DR. SNEER 
     
     KIDNAPPED DEBBIE 
     
     HERE! HE THINKS 
     
     SHE KNOWS THE 
     
     |\LOCATION OF 
     
     |THE TREASURE 
     
     OF THE PIRATE, 
     
     CAPTAIN SNEER, 
     
     HIS ANCESTOR! 
     
     I'VE GOT TO 
     
     FIND SOME 
     
     CLUES TO 
     
    
   
   
    
     WHERE HE'S 
     
     GONE ! 
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
     |THEN I'LL MAIL 
     
     THE SCUM-- 
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
     have areliance on sponsorship 
     
     from the beer companies. to 
     
     offset our costs. If they pulled 
     
     out we’d be stuck, so we basi- 
     
     cally have gone on our own 
     
     and tried to stay with the 
     
     policy.” 
     
    
   
   
    
     Bruce Pierce, a sales repre- 
     
     sentative for Carling O’Keefe, 
     
     said if the universities decided 
     
     not to allow brewery sponsor- 
     
     ship, Carling O’Keefe would 
     
     re-evaluate its promotional 
     
     activities, including scholar- 
     
     ships and bursaries it awards. 
     
    
   
   
    
     Because these awards are 
     
     presented by the company it- 
     
     self, the total amount of money 
     
     involved is not known, but 
     
     Pierce said Carling O’Keefe had 
     
     student awards at every Onta- 
     
     rio university and college. The 
     
     largest is a $5000 scholarship 
     
     awarded to a student in the 
     
     University of Guelph’s Hotel 
     
     and Food Administration 
     
     course. 
     
    
   
   
    
     Rick Shaver, a sales repre- 
     
     sentative at Labatt’s said his 
     
     company’s actions in the event 
     
     of a decision to ban brewery 
     
     sponsorship would not be as 
     
     drastic. 
     
    
   
   
    
     Beer companies sponsor 
     
     events and programmes in 
     
     order to increase their shares 
     
     of the market, not to recruit 
     
     new beer drinkers, Pierce said. 
     
    
   
   
    
     “Were not trying to get any- 
     
     body that’s not currently a beer 
     
     drinker to support our brands 
     
     of beer,” Pierce said. 
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
     ———__ 
     
    
   
   
    
     = Thursday, January 29th 1987 
     
    
   
   
    
       
     
    
   
   
    
       
     
    
   
   
    
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