When Sponsorship Becomes Too Big A Business Having just read the article “Let The Hype Begin”, on 27th. february, I would like to male a comment on that particular issue: Am I the only one who has had enough with all this commercializing on TV?. I know, I know. They tell us all the time on TV that sports events would be minimized, or even non-existing without commercials, but there is a limit to everything. And the limit to this has been reached. Every time tou want to have a good relaxing football match in front of the TV you see COCA-COLA and IBM and all other known brands all over the TV so that i