University, like park board, finds deals with Red Bull, Coke don’t mix

MnIndy file photo

The University of Minnesota is the latest public body to make a mess with multiple beverage-marketing deals. The U of M has canceled a contract with Red Bull because the energy-drink company’s on-campus ads conflicted with the university’s separate, exclusive contract with Coke. Last year it was the Minneapolis Park and Recreation Board that couldn’t keep its dealings with the same two drinks straight.

Selling corporations exclusive access to citizen-consumers, while lucrative, creates perennial problems for public institutions.

The U of M had to back out of another deal last year, with Victoria’s Secret, after the lingerie retailer’s taste in Gopher-branded attire didn’t measure up to the university’s “image” and “values.”

Last week, the university’s marching band director denied the band had formed the TCF Bank corporate logo at the university’s new TCF Bank Stadium, so named under a $35 million contract with the bank. Rather, he said, when the student-musicians formed the letters “TCF” on the field during the opening game of the football season, they were spelling out the name of the building.

Once the line is crossed, public bodies cheerfully go above and beyond the obligations they create for themselves to corporate sponsors.

This month, the public Metropolitan Sports Facilities Commission’s decision to let the Minnesota Vikings sell naming rights to various parts of the Metrodome bore fruit, as the field and several gates got new corporate names such as “Mall of America Field at the Hubert H. Humphrey Metrodome.”

Public agencies doing double-deals with beverage multinationals and slapping corporate logos on publicly funded educational facilities is another, but the Minneapolis park board took the trend one step further in the summer of 2008, when it sold Red Bull a permit to install huge cubes marketing its product — in the guise of a photography exhibit — on the bike lanes that run down the middle of the historic Stone Arch Bridge. Several bike-pedestrian crashes ensued.