Every touchdown, home run, and knockout seems to come with a side of beer, or at least a commercial for it. From Budweiser’s billion-dollar deal with the NFL, to tequila pouring all over UFC fight nights, to beer practically funding baseball stadiums, alcohol and sports have become inseparable. But should they be?

In this episode of That Sober Guy Podcast, Shane takes a look at alcohol advertising in sports. Do leagues like the NFL, MLB, NBA, and UFC owe fans more responsibility when it comes to promoting addictive substances? Why are we okay with tequila logos on jerseys, but we’d never accept Marlboro as the “official cigarette of the Finals”? And is it just hypocrisy to glorify peak performance athletes while cashing checks from companies selling a product that wrecks health and lives?

We’ll explore:

• How alcohol ads target not just adults, but kids and families watching games.

• The normalization of booze as “part of the fan experience.”

• The Big Tobacco playbook—and how alcohol companies are running the same game.

• Whether banning alcohol ads in sports could actually be a good thing.

All with a little humor and sarcasm, because nothing says “family-friendly Sunday football” like pounding tallboys and screaming at the ref who can’t hear you.

Actionable Takeaways:

1. Pay attention during the next game, notice how often alcohol shows up, and what message it’s sending.

2. If you’re in early sobriety, set boundaries, mute commercials, watch with sober friends, or create new game-day rituals.

And remember, you don’t have to do this alone. Join our free men’s community, The Victory Circle, where guys like you connect, share wins, and support each other in sobriety. Or, if you’re ready to go deeper, reach out for 1-on-1 coachingand let’s walk this path together.

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Music - Going Late courtesy of Humans & Haven Sounds Inc.

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