Dive Brief:
- Ohio State University’s 2009 deal with collegiate sports marketing company IMG College guaranteed the university $110 million over 10 years for the use of its logo in general advertising.
- The Columbus Dispatch reports the fact that the Ohio State logo has appeared next to Coors Light advertising has ruffled feathers, even though such advertising always comes with safety messaging.
- Critics argue the joint marketing makes consumers link beer with college football even more than they already might, which could have health consequences.
Dive Insight:
Ohio State is certainly not the only school in the country to engage in questionable methods of generating revenue. State schools have been especially hard hit since the beginning of the recession, when legislatures decided to cut spending on education across the board. While most states have started reinvesting, it has been a slow climb to pre-2008 funding levels. But colleges still must consider optics. If the integrity of their institution is called into question it could hurt student, faculty, and even donor recruitment.