The boards and ice surfaces of professional ice hockey arenas, and the grass of cricket and football pitches are all festoonedwith information about local and national producers ofmany different sorts of commodities.Many professional athletes can regularly be seen on television using consumer products ranging from soft drinks to court shoes. Approximately 25 per cent of every hour of prime time network television programming consists of advertisements paid for by firms attempting to convince consumers to buy more of their products. Consumers find flyers, coupons and trial samples of products stuffed in their mailboxes on a regular basis, often many times a week.