Marketing in Sports

One of the best ways to market a product is through sports.  Everyone watches it and no the majority of people cant get enough of it.  Whether it be through the channel or on the jersey, its everywhere.  When athletes get into trouble their contract with companies get cut off because they know how important those names are to there company and bad publicity is never good.  Look at Tiger Woods for example, after all the problems he had his own video game wouldn't sponsor him, Nike cut ties and so did the car company that he was sponsored by.  Every game you watch you can pick out at least 30 or so ads.  In fact we probably watch more ads then we do actual games.  What do you think is the best sport to advertise in?