Two incidents have prompted the University of Colorado to rethink its image as America's most renowned party school, and its alliance with the Coors Brewing Company.

In September, a freshman died of alcohol poisoning as the school year opened with an endless stream of orientation parties, frat hazing and drinking rituals. On Halloween, more than a thousand rowdy drinkers converged near campus, shocking students, faculty, and the surrounding community.

The administration is now reconsidering its contract with Coors, which leases the school's athletic logo for advertisements, and offers sponsorships for football events and televised sports broadcasts.

Discussions have begun over whether to extend or modify the contract that expires in August. The six-year deal has brought in more than US$350,000 annually to the university.