It's difficult for me to have an opinion about advertising in sports. I'll be the first to admit that my feelings on major sports in America is somewhat (ie extremely) biased. I'm not a fan. In any sense of the word, so my observations of sports are very limited. From what little I have seen, advertising has always had a close relationship with sports. Many sports are used for advertising, and many sports use advertising for their own gain. There are countless products that revolve around sports. I guess the real concern is when the advertising is unrelated to the sport and detracts from it. The quote presented about the proctology exam hit home (hot damn, a pun) with this concept. There do seem to be examples though, GE had an add in which they used the concept of playing baseball at night to increase their popularity. I liked the ad. It was a good ad, but baseball and electricity are two different things.
It's really an unavoidable crossover. Americans, time has shown, love their sports. And associative advertising tries to pair the things they want to sell us, with the things we love. Like it or not, it's not going away.
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