A Sobering Conflict : A Call for Consistency in the Messages Colleges Send About Alcohol

This article sets forth the argument that college administrators must adopt a more uniform policy about alcohol use. Part I of this article describes college student alcohol use and the efforts made by college administrators to discourage students from binge and underage drinking. Part II explains the history of the National Collegiate Athletic Association (“NCAA”) and discusses how NCAA financial interests have led to the practice of selling and advertising of beer at college sports events. Part III discusses why a relationship between college sports and the beer industry is inconsistent with the goals of higher education. Part IV discusses ways to reconcile the conflict between how colleges and their athletic departments address alcohol use