Over the weekend I attended the 2009 Winter X Games in Aspen, Colorado. This event is one of the many popular sporting events filled with a bombardment of advertisements. Even before you enter the venue you can see the bright lights and blazing logos demanding attention. After you pass security all the sponsor booths come into view. Everyone is crowding around trying to get whatever free merchandise they can, whether it is from Oakley, Pizza Rolls, the U.S. Navy or Taco Bell. Aside from all these advertisements, the media advertisement that struck me the most was when, immediately upon finishing a run, the competing skier or snowboarder was handed a Monster Energy drink. As they were filmed and broadcast to viewers across the world, they were drinking and holding this energy drink and therefore promoting Monster as a sponsor. This shows just how powerful the influence of a famous person can be and how easily it can be used in advertising.