Bucking the trend in college athletics, University of Wisconsin-Madison officials took a stand that the bottom line isn’t everything. Too bad they’re staring at the wrong line.
The university canceled advertising deals with two major brewing companies because of concerns about binge drinking. The athletic department, as a vice chancellor put it, would have to “take one for the team” by forfeiting $425,000 annually. A sacrifice should have an equally large payout – not in dollars, but in curbing the campus’ infamous culture of drunkenness.