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With sports becoming more and more commercialized sponsorships have taken over professional sports In this paper Alcohol and Tobacco sponsorships will be the issue of this paper Sports sponsorship has become an important marketing tool for advertisers because of the flexibility broad reach and high level of brand or corporate exposure that it affords Krapp 49 Yet some sponsors have created an uproar with in the society these are namely alcohol and tobacco products These two make up about half of the sponsorship in professional sports today Sports sponsorship has been around since the creation of professional sport in the late nineteenth century It is not a new topic but it has become some what of a controversial issue in the past twenty years With Tobacco companies being under strong scrutiny from the government and society their sponsorship of sporting events have also been questioned about their effect on the youth of America Sponsorships are useful as a supplement to regular advertising however they are especially valuable as an advertising substitute in situations where advertising may be banned or limited Sports sponsorship provides opportunities to reach audiences in four distinct ways 1during the prepromotion advertising and publicity for the event 2at the event site during the event itself 3during the live or delayed broadcast of the event and 4during postevent news reporting of the events results Each time the sporting event is mentioned or shown in the media there is an opportunity for the event sponsor to gain exposure Krapp 50 Alcohol and Tobacco companies take great advantage of this They sponsor sporting events or pay to have their advertisements in certain sports arenas and stadiums for just this reason Multiple chances to have their brand or corporate name shown on television or by the people attending the sporting event Yet by having these advertisements in the arenas or stadiums the alcohol or tobacco company does not have to put up warnings with
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