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Thumbs Down
 Sergio Garcia |
to Anheuser-Busch for signing 22-year-old PGA golfer Sergio Garcia to a Michelob sponsorship agreement. The deal, which gives Michelob the right to feature Garcia in advertising and point-of-sale materials, violates the Beer Institute Marketing & Advertising Code, which stipulates, "...models and actors used in ads should be a minimum of 25 years old." The parent who alerted us to the Michelob deal thinks it's a real shame Anheuser-Busch can't resist going after the young fans golf has attracted since Tiger Woods came on the scene. "I thought there was a code against something like this," says the concerned dad, "Sergio Garcia is a role model for my son." |
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A recent study, co-sponsored by ESPN, found that in 2001, 93% of youth ages 8-17 watched, listened to or read about sports via television, radio, newspapers, books, the Internet, video games and the movies. Television is the medium used most for sports by the majority of these youth (93% of boys, 81% of girls).
- Statistical Research, Inc., AAF/ESPN Children and Sports Media Study, 2001
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