The Liquor Authority has declared that sports and music venues are a special situation when it comes to sponsorship by alcohol companies.  They found that in those circumstances, the goal was to support the team or venue as a public place.  Distinguishably, sponsorship in other retail environments, such as a hotel, brings a financial benefit to the retailer and is more likely to influence its purchasing decisions.  Thus sponsorship in non-sports or music venues is generally a prohibited practice when under tied house laws.