How powerful is marketing and advertising? Ask baseball.

by Shawn Paul Wood

Our beloved Texas Rangers wrote the final chapter in their yet-to-be-written screenplay recently when they took their talents all the way to the World Series. (AntlersUp!)

One of the many sidebar stories was the way they celebrated for two of their teammates - Josh Hamilton and C.J. Wilson. Hamilton renowned for his sobriety and Wilson respected for being a "straight edge" kind of guy.

Both players are very influential with the team, and both are well known for not imbibing with the sauce.

So, someone with a good PR mind (if not, just a sweet one that ponders doves, flowers and puppies) decided instead of spewing champagne all over each other, use Ginger Ale.

The story was so emotional that it got Major League Baseball thinking about its regaled and hallowed sport as a whole, which was recently noted in The New York Times.

Last week, on the eve of the World Series, the league quietly issued new guidelines to teams, said Rob Manfred, M.L.B.’s executive vice president. Teams must limit Champagne; offer a non-alcoholic version; beer and other types of alcoholic drinks are banned; and teams are not allowed to bring the drinks on the field.

Nice, right? Here's the rub.

Without the aid of Google or your friend who is typically hammered, think of a big sponsor in professional sports.

If you guessed an alcoholic brand of some type, you may see the conundrum here.

Champagne and beer bathing as been as much of a tradition in baseball as the designated hitter... and as long as champagne and beer companies sponsoring baseball.

Sure, the booze may be tempting kids swig a keg or two if athletes do it, but those teams who employ said athletes would not have the bajillions to pay the aforementioned without booze money.

Where will this lead? Who knows.

Let's go have a beer and talk about it.

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