investigated the cognitive processes involved in learning implicit attitudes toward alcohol after incidental exposure to alcohol advertisements presented in a dynamic context

However, further studies should address this point

108 participants were randomly exposed to dynamic sporting events excerpts with and without advertising for a specific brand of alcohol, after completing self-reported measures of alcohol-related expectancies, alcohol consumption, and attitudes toward sport. Participants then completed a lexical decision task and an affective priming task. We showed that participants were faster to detect brand name after being exposed to advertising during a sports game, and that implicit attitudes of participants toward the brand were more positive after they were exposed to advertising, even when alcohol usage patterns were controlled for. Incidental exposure to alcohol sponsorship in sport events impacts implicit attitudes toward the advertised brand and alcohol in general. The effect of incidental advertising on implicit attitudes is also likely to be due to a mere exposure effect.

calling on the NCAA and its member schools to end all alcohol advertising during radio and television broadcasts of collegiate sporting events.

CSPI launched the Campaign for Alcohol-Free Sports TV to eliminate alcohol ads from televised sports. In January 2004 the Campaign wrote to more than 1000 NCAA-member colleges and universities asking them to sign the College Commitment to end alcohol ads on college sports telecasts. To date 108 colleges have already signed on.

Colleges should not allow their sports teams to be used to market beer. That practice mocks the values of sports and demeans campus efforts to combat alcohol problems.

When you’re metabolising, or breaking down alcohol, the liver can’t produce as much glucose, which means you have low levels of blood sugar. Exercise requires high levels of sugar to give you energy. If your liver isn’t producing enough glucose, your performance will be adversely affected.

drinking too much can lead to dehydration because the alcohol makes your kidney produce more urine. Exercising soon after drinking alcohol can make this dehydration worse because you sweat as your body temperature rises.

Long-term alcohol use diminishes protein synthesis, resulting in a decrease in muscle growth.

Muscle health is the key to successful athletic performance, and science shows that alcohol can rob you of your hard work in the weight room. Here’s why:

Alcohol has been shown to slow muscle recovery because it is a powerful diuretic that can cause dehydration and electrolyte imbalances. When dehydrated, an athlete is at agreater risk for cramps, muscle pulls, and muscle strains.