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Brand-Name Schools

Imagine going to a school where the uniforms are made by Nike, the cafeteria food comes from Pizza Hut, and the math lessons involve adding and subtracting M&M's, then eating the answer.

That may sound like a cool school to you, but it's a big nightmare for many parents and teachers. They are worried that bringing brand-name products and advertisements into schools will distract kids from learning and turn classes into all-day commercials. But that's not stopping many schools from making deals with big companies.

Pepsi-only Schools
Public schools get most of their money from state and local governments, which collect it from taxpayers. That money pays for books, buildings and teachers' salaries, but schools are often looking for extra funds.

More and more of them are turning to companies that sell products to kids. These companies, such as Pepsi and Pizza Hut, agree to pay schools for the right to advertise and sell their products in school cafeterias, classrooms and stadiums. The companies figure that if kids start buying their stuff today, they will continue buying it when they're grownups.

Big companies are willing to pay big bucks to promote their brands in schools. Last month Pepsi paid $5.75 million to the school system of Denver, Colorado. For the next five years, all Denver public schools will carry only Pepsi-brand drinks in vending machines. The deal also gives Pepsi the right to splash its logo throughout the school. In another Colorado district, Coke paid $5.5 million to be the only soda in school.

What's The Cost?
Television, magazines, movies--they all aim ads at kids. So why shouldn't schools have ads too? Many people say such advertising encourages kids to think about spending money rather than doing schoolwork. They are also worried that kids will be brainwashed into preferring certain brands. Says Dave DiGiacomo, a school-board member in Jefferson County, Colorado: "Schools shouldn't sell minds to the highest bidder."

Other school officials, like John Bushey of Colorado Springs, argue that school advertising "doesn't interfere with education." His district signed an $8 million deal with Coke in November. The money will help pay for musical instruments, athletic equipment and other expenses. School districts in California, Florida and Maryland are also considering joining up with big companies.

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