Once again, media defines this country and thus shapes how people around the world perceive sports.  Playing sports has always been a more of a masculine thing and thus, the commercials that are played during official television timeouts, regular timeouts, and during halftime are more geared toward men.  The Keystone Light Beer example, although about as cheesy as it gets, is one of many examples in which a commercial deems a man "unmanly" if he does not use their product. Real life examples of this are Old Spice, Axe, and other beer commercials.  On Monday Night Football or Hockey Night in America, or Sunday Night Baseball, all televised nationally, there are few to no commercials that would appeal to women.  This is simply because women make up a minority of the millions of people that watch these programs.  In order to appease the viewers (although who actually like commercials!) the station has to provide commercials that would be up their viewers' alleys.  While there is nothing really wrong with this, in order to attract all the male consumers, these commercials depict women as "prizes."    These make women seem like material things and not human beings with feelings, emotions, but most importantly, talent.  Women are the majority of the time the background actors who receive attention only on their looks, while athletes like Peyton Manning, Victor Cruz, LeBron James, and Mike Trout are recognized instantly as pure gods.