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 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: (1)during the prepromotion advertising and publicity for the event, (2)at the event site during the event itself, (3)during the live or delayed broadcast of the event, and (4)during postevent news reporting of the event’s 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 their advertisement like they have to do on their products and advertisements in publications. 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.