“…The influence of sports sponsorship by alcohol brands depending on the viewer's gender has been studied in various research projects specializing in alcohol sponsorship (Davies, ; O'Brien et al, ). Participation in Muñiz, Rodríguez, and Suárez () and attendance at sporting events is significantly higher among men (Hallmann & Breuer, ), so their rate of exposure is also higher. In addition, differences in processing stimuli (advertising) cause differences in levels of attention and processing of the message (e.g., Goodrich, ), which influences the effectiveness of sponsorship (Alonso Dos Santos & Pérez‐Campos, ).…”