Studies have shown that exposure to sponsorship can influence behavior. However, evidence of the effectiveness of sports advertising and its influence on alcohol consumption is inconclusive. The goal of this research is to examine whether sponsorship by alcohol products receives the same attention as sponsorship by nonalcohol products depending on their congruence and the way they influence the intention to consume. Using sports posters, an experiment was performed to measure attention through eye‐tracking. The results show that attention paid to alcohol brands is no greater than the attention paid to incongruent brands and is no different from the attention paid to congruent brands, regardless of gender and sporting discipline. Attention paid to sponsors has no influence on the intention to consume. These results show the need for further research on the effectiveness of sponsorship and its relationship with alcohol consumption.