Wear your liver on your sleeve

SportsBusinessJournal’s Daniel Kaplan reports that the ATP has dropped its ban on players selling patch space on their kits to alcohol companies. This happened as of March.

This prohibition was part of an anti-vice umbrella instituted in 2004, which also included provisions against gambling and advertising involving tobacco. The latter two, of course, are very much still in effect. So how did booze get the boost?

“The tour changed the alcohol rule because of requests from several Asian players, as well as the fact that several tournaments are sponsored by alcohol companies, said Kris Dent, a spokesman for the men’s tennis circuit.”

And while this change looks different on paper, it likely won’t affect the Rogers and Rafas of the world, whose lucrative clothing contracts leave no room for patches on their clothes. As for everyone else, may I suggest a sponsorship from St. Pauli Girl? Busty women are the best.