Introduction: We have all seen how alcohol has had a huge 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, Liverpool FC was sponsored by Carlsberg and Heineken also sponsors the Champions League. These are just a few brands that have become synonymous with sports. This literature review will attempt, using case studies and other academic articles, to show how advertising in sports has an effect on adolescents. Advertising DefinitionAdvertising is mass media content intended to persuade the audience of readers, viewers, or listeners to take action on products, services, and ideas. The idea is to determine consumer behavior in a particular way towards a product, service or concept. Advertising can be defined simply as Canadian advertiser and editor John E. Kennedy (1864-1928) explained: an advertisement is “printed business know-how.” Advertising today is a refined science. According to an article published in the Economic Times, they classify advertising as follows: “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. because young people's alcohol consumption has a direct effect on their health, development and well-being. This is important because young people are more...... middle of article ......ry, from the College of Psychiatrists of Ireland, called for a ban on all sponsorship, advertising or marketing in alcohol matter. He said the drinks industry targeted teenagers and sponsorship was linked to early drinking. In the same report, Dr Bobby Smith, of Alcohol Action Ireland, said he asked his eight-year-old 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 spending by Irish children found that current spending on alcohol for 16 and 17 year olds is €20.9 per week. This represents a total annual expenditure by Irish adolescents of €145 million. The international ESPAD survey (2009) of 15-16 year olds found that Irish schoolchildren had the highest rates of drunkenness in Europe..