  We review the connection between QCD and potential models of quarkonia in the
framework of effective field theories, with an emphasis on non-perturbative
methods such as lattice simulations. The static and heavy quark potentials are
introduced and the applicability of the non-relativistic and adiabatic
approximations are discussed. The roles of so-called hybrid potentials are
explored and we comment on the QCD analogue of the QED Lamb shift.
