Liquor and beer advertisements at Minnesota State University athletic events will end as soon as current contracts those business are fulfilled, the university announced Thursday.

The decision, which Athletic Director Kevin Buisman said will have a significant financial impact, comes within a month after two students were killed in alcohol-related incidents. Amanda Jax died from alcohol poisoning Oct. 30 after drinking at a downtown bar. On Nov. 18, Rissa Amen-Reif was hit by a car after leaving an off-campus sorority event.

“We want to send the right message to students — the message that Minnesota State Mankato endorses healthy, alcohol-free choices,” said Richard Davenport, university president. “Maverick athletic events are a major part of Mankato’s entertainment scene. We want to reduce the ‘culture of drinking’ among young people in the community.”

Buisman said the new policy will eliminate liquor and beer advertising from coupon books, game programs and other publicly distributed materials. Advertising by restaurants that serve alcohol will promote food specials rather than drink specials, he said.

All of the university’s current beer and liquor advertising contracts will expire by July 1, Buisman added.