However, it does seem that this has become such a critical problem that the NCAA Presidents Commission or the NCAA Council should be able to initiate some sort of emergency action to remedy this situation. President Clinton recently decreed that tobacco companies could no longer slap their brand names on sporting events, with the hope that fewer young people will be tempted to light up for the first time. If the new policy goes into effect in a year, it will probably drive cigarette advertisers out of sports. No great loss for the sports fan, really. The government banned tobacco advertising from television more than 20 years ago and last year forced in-stadium signs to stay clear of television camera, so most sports have already weaned themselves from the cigarette makers' money.
Beer is quite another story.
The brewing industry is one of the financial pylons supporting American sports. John Labatt Ltd. owns the Toronto Blue Jays. Molson owns the Montreal Canadiens. Adolf Coors Co. put its name on the Colorado Rockies' ballpark. Anheuser-Busch sold the St. Louis Cardinals last year, but it is still a sponsor for many of the teams in baseball, football, hockey and basketball.