Introduction: We have all seen how alcohol has had a considerable impact on sporting events. Sporting events such as the Heineken Cup In Rugby, the Guinness Autumn Rugby Internationals and the Hennessy Brandy Gold Cup. The All-Ireland Senior Hurling Championship was called the Guinness Hurling Championship when Guinness was the main sponsor between 1995 and 2008. In England the Liverpool FC was sponsored by Carlsberg and Heineken also sponsored the Champions League. These are just some of the brands that have become synonymous with sports. This literature review will attempt, through the use of case studies and other scholarly articles, to show how advertising in sport has an effect on adolescents. Advertising DefinedAdvertising is mass media content intended to persuade readers, viewers, or listeners to take action on products, services, and ideas. The idea is to drive consumer behavior in a particular way regarding a product, service or concept. Advertising can be defined simply as explained by Canadian advertiser and copywriter John E. Kennedy - (1864-1928) an advertisement is "selling ability in print". Advertising today is a refined science. According to an article published in the Economic Times they classify advertising as “Advertising is a means of communicating with users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence the people who receive them.”Why is alcohol marketing important?• It is important because alcohol marketing influences children and young people to drink earlier and to drink more• It is important because young people's alcohol consumption has a direct effect on their health, development and well-being • It is important because young people are more...... half of the document ..... .ry, from the College of Psychiatrists of Ireland, called for a ban on any sponsorship, advertising or marketing of alcohol. He said the drinks industry targets teenage children and that sponsorship is linked to early initiation of alcohol consumption. In the same report Dr Bobby Smith, of Alcohol Action Ireland, said he asked his eight-year-old son to name a brand of tobacco but was unable to do so. However, when asked about alcohol brands, his son was able to name Guinness and Heineken. A report by the Office of Tobacco Control (2006) on the spending of Irish children found that the common expenditure on alcohol by 16- and 17-year-olds is €20.90 per week. This translates into a total annual expenditure by Irish teenagers of €145 million. The ESPAD international survey (2009) of 15- to 16-year-olds revealed that Irish school children had the highest rates of drunkenness in Europe.