Ever since Viagra and other prescription medications plastered their names across NASCAR and other properties in the early 2000s, pharmaceutical companies have used sponsorship to help cure their marketing woes.

But dark clouds may be looming on the horizon.

Responding to the billions of advertising dollars spent to promote prescription products, the American Medical Association in November 2015 adopted a policy that seeks to ban consumer advertising of prescription drugs and medical devices.

Physicians cited concerns that the growing number of ads is driving demand for expensive treatments despite the clinical effectiveness of less costly alternatives.

The United States and New Zealand are the only two countries in the world that allow direct-to-consumer advertising of prescription medications, according to the AMA. Advertising dollars spent by drug makers have increased by 30 percent in the last two years to $4.5 billion, according to Kantar Media.

While a small but growing portion of that money is spent on sponsorship, the impact of any such ban is expected to have limited impact. Pharmaceutical companies use sponsorship for any number of objectives (raise awareness of medical conditions, engage employees, etc.), not just product promotion.

Still, any ban would most likely impact spending at the few companies that do use sponsorship to promote products. Some of the most likely sectors to take a hit include motorsports and professional golf.

“If you look across the sponsorship landscape there are only a handful of companies that sponsor on behalf of specific products. I don’t think NASCAR or IndyCar are losing too much sleep,” said an executive with a motorsports marketing agency who manages a program on behalf of a pharmaceutical company.

Below, three hot buttons in the pharmaceutical category.

Promote awareness of medical conditions. Pharmaceutical companies frequently use sponsorship to raise awareness of specific medical conditions, often through partnerships with athletes afflicted with a disease.

Eli Lilly and Co. uses its partnership with Roush Fenway Racing and driver Ryan Reed to raise awareness of diabetes and encourage consumers to talk to their healthcare provider about the medical condition. The company sponsors Reed’s NASCAR Xfinity Series car with the American Diabetes Assn. under the Drive to Stop Diabetes banner.

Lilly also leverages the relationship with Ryan—who has type 1 diabetes—to demonstrate how those afflicted with the disease can still live life to the fullest.

Lilly and the ADA launched the program in 2013 to reach NASCAR fans, a demographic that is prone to diabetes. Nearly three in four NASCAR fans are impacted by diabetes, including those with the disease or who have a friend or family member with the medical condition, according to Lilly research.

“Where is there a need and where is there an opportunity to meet that need? That’s the baseline for sponsorship,” said Mike Mooney, Roush Fenway Racing senior vice president of business operations.

Other companies also support athletes who suffer from specific medical conditions. Novo Nordisk sponsors Verizon IndyCar Series driver Charlie Kimball—who, like Reed, suffers from type 1 diabetes—while Janssen Pharmaceuticals, Inc. in 2014 partnered with NASCAR Sprint Cup Series driver Brian Vickers, who has suffered from blood clots.

Vickers was sidelined from the NASCAR Sprint Cup Series in 2015 after lingering issues with the medical condition.

Promote products. Some companies promote specific products as part of awareness-building initiatives, while others stay away from it completely.

Novo Nordisk sponsors Kimball on behalf of NovoLog FlexPen—a product that is used to inject insulin—while Astellas uses its partnership with The PGA Tour to promote Myrbetriq, a medication that helps treat overactive bladder. Astellas promotes the product as part of larger program that champions health awareness among women.

While 44 million people in the U.S. suffer from signs and symptoms of OAB, the majority of consumers who seek treatment are women, according to Astellas.

Lilly does not promote any products under the Drive to Stop Diabetes banner.

“We have a long history in the diabetes community. The Lilly brand has some weight,” said Kevin Cammack, Eli Lilly and Co. senior director of insulin marketing.

Instead of promoting products under the Drive to Stop Diabetes program, Lilly has sponsored two other Roush Fenway Racing drivers on behalf of diabetes medications. Both programs were completely separate from the broader education program.

Lilly sponsored Chris Buescher in 2014 at the NASCAR Nationwide Series race at Homestead-Miami Speedway on behalf of Humalog Kwikpen and Greg Biffle in 2015 at the NASCAR Sprint Cup Series race at Phoenix International Raceway on behalf of Jardiance, a drug for type 2 diabetes.

Each car featured the name of a medication, but not the condition it treats. Promoting medical conditions would prompt the need for product disclaimers, said Cammack.

“If you only have the name of the product and do not talk about the disease, you don’t need a disclaimer. Combining the name of a product and the disease that it treats is when those requirements come into play.”

Engage employees. Like other categories, pharmaceutical companies frequently use sponsorship as an employee engagement platform.

Actelion Pharmaceuticals US, Inc. will use its new title sponsorship of the June 12 Escape from Alcatraz Corporate Challenge to attract and retain talent in the competitive San Francisco Bay market.

“Interest in triathlon has grown to the point where it’s part of our culture. It’s a nice networking and bonding opportunity,” said Bill Fairey, president of Actelion Pharmaceuticals US.