Summary: Let’s not get it twisted: advertising has always been a part of professional sports. Advertising has used athletes, teams, and the concept of victory in countless campaigns, and that is a theme that will continue as long as sports are on the airwaves. Ads and sponsorships like the Wheaties box, the ’85 Bears commercial, Joe Greene and Coca-Cola, Polamalu and Head & Shoulders, and now Cam Newton and Under Armour have been set in front of our eyes. When games cut to commercial, we see our favorite athletes.