Do you ever see product placement, or some sponsorships and wonder which way the money went?

a) Tiger woods wears a Tag Heuer chronometer. It's obvious they pay him to wear it and to have his name/image associated with their brand. (At least, this was the case a year ago.) Product -> Wearer

b) YOU wear a Tag Heuer chronometer... you pay big bucks for the watch, so... Product <- Wearer.

Those two are easy... here comes the dodgy one:

c) Pro Golfer Matt Jones wants to wear a Tag Heuer... does he have to pay for one? Does he get paid for one? Or do they give him one for free and it's a wash? Product ??? Wearer.

Iron Man drinks a Dr. Pepper. Product -> Drinker.

YOU drink a Dr. Pepper. Product <- Drinker.

So... Brad Pitt drinks a Dr. Pepper. Product ??? Drinker.

James Bond drives an Aston Martin. Product ??? Driver

What do you think?