I'll offer two ideas that didn't work, one from men's pool and one from women's pool, and both in the late 1990s.
Men's Pro Pool: The Camel Tour
In the late 1990's, RJ Reynolds got involved with pool as a means of promoting their primary brand of Cigarettes called "Camel" to pool players and fans, who, as a group, consumed more than their fair share of cigarettes. Only the old timers among us will remember some of the more interesting ways that Camel tried to use the pro pool scene to promote their brand:
1) The giant glass ball above the table that had the table number on it also had a picture of a camel.
2) The felt used in Camel Tour events was camel-colored, meaning a very light brown
3) Camel would set up a booth in which you could trade in a pack of the cigarettes you preferred for two packs of Camel cigarettes
In the end, these ideas didn't stimulate much demand for their product and RJ Reynolds pulled the plug.
Women's Pro Pool - The Gordon's Events
Gordon's, a major manufacturer of gin and vodka, got involved with the WPBA in the late 1990's. On the surface, it made some sense as pool players tend to drink more than most. Their events were known as Gordon's events. One thing I remember in particular was that if one of the players made the nine on the break, the first fan to yell out "Gordon's" won something (I can't remember what as I never won). The plan never gained much traction and Gordon's didn't last long on the pool scene.
Hence, what hasn't worked is using pool to sell cigarettes and alcohol.