USA, Colorado: The University of Colorado has opened discussions with Coors Brewing Co. over whether to extend a US$2.1 million contract that calls for the school to lease its athletics logo for beer advertisements and includes sponsorship of football events and sports broadcasts, The Associated Press revealed on November 8.

The school has been talking with the Golden-based brewer about modifying the advertising and licensing contract or letting it expire in August, Chancellor Richard Byyny said over the weekend. The six-year deal has brought in more than $350,000 per year.

CU, ranked last year by the Princeton Review as the nation's top party school, is reeling from the alcohol-poisoning death of a freshman in September and a 1,500-person riot near campus. Three women have also sued the school in federal court, saying they were raped by football athletes at or just after an alcohol-fueled party in 2001.

Last week, Byyny asked the university's Board of Regents for guidance before negotiations begin on any new agreement. Paul Tabolt, CU's vice chancellor for administration, said he met with Coors officials three weeks ago, and athletic department representatives have met with the company several times recently.

"There's certainly the option of not having a contract with Coors," Tabolt said. "You can have no relationship or a strong relationship, and there's myriad options and solutions that might be in between."

Regent Gail Schwartz said last week the school should be less reliant on alcohol if it's going to make the cultural change that leaders have been talking about since the football program's sex-and-alcohol scandal earlier this year.

CU has banned alcohol in the stands of Folsom Field since 1996. Schwartz has asked the school to look into banning beer sales at the Coors Events Center, the only arena in the Big 12 Conference where alcohol is served during basketball games.

09 November, 2004