While have become increasingly commercialized, sponsorships have taken over professional sports. 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. Yet some sponsors have created uproar within the society, these are namely alcohol and tobacco products. Together, these two make up about half of the sponsorship in professional sports today. Sports sponsorship has been around since the creation of a professional sport in the late nineteenth century. It is not a new topic, but it has become somewhat of a controversial issue in the past twenty years. With Tobacco companies being under strong scrutiny from the government and society, there 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. Number one, during the pre-promotion advertising and publicity for the event. Two, at the event site during the event itself. Three, during the live or delayed broadcast of the event. Finally, number four during post event 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. 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. However, by having these advertisements in the arenas or stadiums, the alcohol or tobacco company does not have to put up warnings with their advertisement.