Alcohol and Tobacco in Sports Essay

916 Words Aug 12th, 2008 4 Pages
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 advertiser’s 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 …show more content…
Significant brand exposure may be gained through event publicity, prepromotion, on-site signage, and telecast of the event, but unlike conventional advertising, there is no requirement for including health warnings or moderation messages, (Locke, 224).
Several beer companies are heavily involved in sport sponsorship, actually owning or sponsoring Major League Baseball teams. For example, Anheuser-Busch owns the St. Louis Cardinals, Coors has an ownership position with the Colorado Rockies, and Canadian brewer Labatt owns the Toronto Blue Jays. In 1990, Gloede reported that Anheuser-Busch sponsored 23 of 24 domestic Major League Baseball teams, 18 of 24 National Football League teams, 22 of 27 National Basketball Association teams, and 13 of 14 domestic National Hockey League teams. Also with such major international events such as the 1998 World Cup of Soccer in France and recently with the sponsorship of the Woman’s National Basketball Association through Bud Light, (Krapp, 51). This is a incredible statistic, in that, beer companies sponsor more than half of all professional sports teams in America. A company that brews alcohol sponsors the majority of sports in this country when alcohol has nothing to do with the playing or participating in any of those sports.
Alcohol sponsorship is looked at in a better light than tobacco sponsorship, which is the more controversial topic. For both of them, sports media is a key vehicle for

Related Documents