More than 100 college athletic coaches are asking the National Collegiate Athletic Association (NCAA) to eliminate televised alcohol advertising during college sports broadcasts, TelevisionWeek reported Aug. 5.

A total of 239 college athletic directors and 59 college presidents also have backed the request, made in the form of a letter to NCAA President Myles Brand. The letter states that a ban on alcohol advertising could be phased in over three years and thus be executed with minimal financial impact.

The coaches wrote of being "troubled by the prominence of alcohol advertising in televised college sports," and specify that any action taken should include a ban on beer ads.

The NCAA's current limits on ads televised during college sports events allow commercials for only beer and some wine coolers to air, based on a maximum 6 percent alcohol level spelled out in its policy. The NCAA's Division 1 executive committee is meeting on Aug. 7; it last examined advertising policies three years ago.

Beer companies make up two of the five leading advertisers during CBS's "March Madness" coverage of the men's NCAA basketball tournament.

George Hacker, director of the Campaign for Alcohol-Free Sports TV at the Center for Science in the Public Interest credited the participating college officials for their interest in the issue. "Even officials at many major sports powerhouses, which derive some revenue from beer advertising, recognize the hypocrisy and illogic of the NCAA's sellout to beer peddlers."