"Over the years the image of a cowboy has always been accompanied by a Skoal can in the back pocket," said rodeo coach Terry McCutcheon.

"We felt that the image wasn't exactly right for South Dakota State University rodeo."

So the rodeo students discussed and then decided to end the college's contract with U.S. Smokeless Tobacco Co., the maker of Copenhagen, Skoal and other such products.

The company is one of the main sponsors of college rodeo and has awarded an estimated $25,000 to SDSU rodeo student over the past 15 years, McCutcheon said.