Beer promotions
April 23, 1989
Mary Mihelick, assistance athletic director for promotion and marketing, assured the Athletic Board that NIU would not do “anything foolish” in its relationship with Coors Light Beer. (The Northern Star, March 31.)
I have news for Ms. Mihelick. If NIU athletics has entered into any relationship with the brewery, it has already done something foolish.
Alcohol is a psychoactive, potentially addictive drug. It is an illegal substance for anyone under 21 years of age. This includes most of our students and athletes.
Breweries have been notoriously irresponsible in promoting their products to children and adolescents. NIU has no business furthering the commercial interests of the alcohol industry. The athletic department will have difficulty claiming integrity if it sells out to the commerical interests of breweries.
You may be certain that Coors has no interest in NIU or its athletic program. Breweries act from self-interest with no concern for the destructive consequences of their products.
NIU should have no part in promoting alcohol to underage drinkers.
Lowell Horton
Department of Curriculum and Instruction