This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Cramer's Action Alerts PLUS - See his portfolio and get alerts BEFORE every trade. Learn more NOW!

NCAA's March Madness Beer Policy Fools No One

The beer companies will be more than happy to contribute, too. In 2013, Anheuser-Busch Inbev was the third-largest March Madness ad buyer, with $38.9 million in ads purchased. Despite not being included as an official tournament sponsor because of the NCAA's alcohol stipulations, A-B trailed only official sponsors AT&T and General Motors in overall spending and spent more than NCAA partners Coca-Cola, CapitalOne, Lowe's and Nissan. This year, because March Madness is basically on par with the Super Bowl in advertising dollars, Anheuser-Busch InBev is expanding its Bud Light Hotel beyond football's big game to a Big Dance installment at Aloft Dallas.

With help from St. Patrick's Day, March Madness gives a big bump to March beer sales during beer's winter and early spring low season. According to production figures from the Treasury Department Alcohol and Tobacco Tax and Trade bureau, American beer consumption drops around Labor Day and doesn't really pick up again until folks start buying their Memorial Day 30-packs in May. While production usually settles in at 14 million to 15 million barrels between December and February, March production jumps to around 17 million to 18 million barrels before settling back again in April.

There are plenty of folks who aren't so supportive of the NCAA's role in that March beer sales spike. The Partnership at Drugfree.org and The Center For Science In The Public Interest note that not is the NCAA's beer ad policy among the most lax in all of sports, but that those ads only make it more difficult to curb underage drinking on campus. The Partnership even enlisted the help of college presidents and athletic directors to make that point back in 2008. The NCAA and other university partners just nodded politely and signed a 14-year, $10.8 billion broadcast agreement with CBS and Turner in 2010. The huge price of that agreement came thanks, in part, to potential ad revenue from beer companies.

The NCAA's alcohol ad policy means well and has its heart in the right place, but doesn't have a whole lot of weight behind it. When Syracuse University fans can buy beer at the on-campus Carrier Dome, Providence fans at the Dunkin Donuts Center have plenty of access to a cup of 'Gansett and the Flordia-Georgia game is still labeled "The World's Largest Outdoor Cocktail Party," an inconsistently applied policy that does little besides cover up naughty beer logos inside arenas is more than an insurance card.

Beer is only as big a portion of March Madness as the NCAA allows it to be. Around this time of year, its presence is as big as the event itself.

-- Written by Jason Notte in Portland, Ore.

>To contact the writer of this article, click here: Jason Notte.

>To follow the writer on Twitter, go to http://twitter.com/notteham.

>To submit a news tip, send an email to: tips@thestreet.com.

RELATED STORIES:

Jason Notte is a reporter for TheStreet. His writing has appeared in The New York Times, The Huffington Post, Esquire.com, Time Out New York, the Boston Herald, the Boston Phoenix, the Metro newspaper and the Colorado Springs Independent. He previously served as the political and global affairs editor for Metro U.S., layout editor for Boston Now, assistant news editor for the Herald News of West Paterson, N.J., editor of Go Out! Magazine in Hoboken, N.J., and copy editor and lifestyle editor at the Jersey Journal in Jersey City, N.J.
2 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Try it NOW
Only $9.95
Try it NOW
14-Days Free
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
SYM TRADE IT LAST %CHG
AAPL $127.76 -0.61%
FB $81.31 0.51%
GOOG $576.00 0.46%
TSLA $204.81 1.20%
YHOO $43.89 -0.23%

Markets

DOW 18,138.71 +41.81 0.23%
S&P 500 2,098.68 +0.15 0.01%
NASDAQ 4,975.6640 +8.5230 0.17%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs