In fact, Carlson says McNeil might be the person most responsible for making advertising so widespread across the Ivy League. His 1997 arrival coincided with a general commitment to more advertising throughout the League, causing the Ivy League office to rewrite its guidelines on corporate athletic sponsorship.
Most Ivy League schools, however, do not approach Dartmouth's involvement in the corporate world.
"Compared to the rest of the big-time collegiate world, we're still a very conservative group," Yrigoyen says.
Reardon says Ivy League schools are likely to embrace advertising even more in the future.
"The trend is for even more commercialization and even more intensity in the advertising programs," he says.
Friends of the Program
Staples says concern over how alumni would react to corporate tie-ins at athletic events is a major reason Harvard has kept its anti-corporate policy.
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