The alcoholic-beverage companies spend between $1 and $2 billion each year in the print and broadcast media to advertise their products. In 1998, Anheuser-Busch Co., spent $630 million, Adolph Coors Co. spent $351 million, and Seagram Co. spent $461 million. An estimated $1 billion more was spent on other alcohol-related advertising and promotional programs.
Brewers and beer distributors spent many millions of dollars sponsoring sporting events, rock concerts, spring break promotions, and other activities heavily oriented to students on college campuses. They were also heavy advertisers and supporters of baseball, football, racing events, and concerts or other cultural events.
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Since World War II, there has been a tremendous change in the makeup and direction of kid baseball, as it is called. Adults, showing an unprecedented interest in the activity, have initiated and developed programs in thousands of towns across the United States programs that providebr wholesome recreation for millions of youngsters and are often a source of pride and joy to the community in which they exist.