Only a certain degree of corporate presence is allowed in each venue, and all advertising must be in the school's colors of orange and black.

"We want to make sure that our venues aren't too commercialized, and we want to preserve the Princeton tradition and not have too much corporate or commercial influence," Finkbeiner says.

Princeton even places strict conditions on the type of sponsors it accepts. Finkbeiner says corporations such as Burger King or Pizza Hut are not allowed to advertise. She says the school limits itself to banks and financial institutions that fit the affluent Princeton fan base.

Dartmouth lies on the opposite end of the advertising spectrum.

The school was late to join the corporate advertising movement, but when it did join, it wasted no time in taking the lead in corporate involvement.

"Our advertising has been a lot for an Ivy school in the past few years," says Carlson. "It used to be almost zero, but in the past three years it has boomed."

Dartmouth's aggressive approach toward sports advertising is the brainchild of Brandon McNeil, the school's sports marketing head until late last year. Carlson says McNeil single-handedly made Dartmouth a leader in corporate promotions.