Football supporters watching matches on television are reportedly subjected to over 100 images of alcohol every hour during a game.
A study by Newcastle University is believed to have discovered that images range from advertisements that can be seen on billboards to sponsors on club shirts.
"Alcohol imagery is very common in football and sometimes it is blatant, like Carling sponsors a cup competition," the Daily Mail quotes senior lecturer in public health, Dr Jean Adams as saying.
"Sometimes it is more subtle like Heineken and Carlsberg in the background and sometimes it is in your face and on your shirt like Chang beer sponsorship of Everton kit."
Researchers watched six televised football matches during the 2011-12 season, recording 2,042 images of alcohol.