College athletics is wrestling with its long-standing relationship with alcohol. USA Today reports schools -- from Division 1 powerhouses like Southern California and Kentucky to lowly Division 2 schools -- are reconsidering their policies on alcohol.

The newspaper surveyed all 119 schools in the NCAA's major football playing Division 1-A and found that nearly half of them allow the sale of alcohol through public concessions, in private suites or both at one or more of their playing venues.

The concern is primarily beer advertising during televised college games. The Center for Science in the Public Interest complains that college sports telecasts are increasingly delivering young viewers to beermakers.

In 2003, the CSPI reported, beer advertisers spent $52.2 million on televised college sports. Bud Light led the way with $11.4 million, followed by Miller Lite, Budweiser, and Coors Light. The Washington-based organization reported that year the NCAA tournament concentrated $21.1 million in beer ads into three weeks of games watched by more than 6 million children and teens.

Two hundred and sixty four schools have signed pledges to prohibit alcohol advertising on local sports programming. Unfortunately, that group only includes five of the 65 members of the six most powerful conferences in 1A. Those are the ones most likely to be on television.

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