Article2016

Alcohol sponsorship and its impact on sports participants’ consumption

Sarah Jane Kelly · Michael James Ireland · John Mangan

18 citations0/0 files storedSport in Society

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Consumer Behavior in Brand Consumption and Identification Physical Education and Sports Studies Global Public Health Policies and Epidemiology

Abstract

The aim of this study was to examine the association between alcohol consumption, alcohol sponsorship in sports and preferences of sponsored sportspeople regarding sponsorships/consumption. We investigate the impact of alcohol sponsorship on sportspeople in the Australian population using a national survey of sportspeople (N = 2367), representing a range of club and professional sports. The results show an association between alcohol sponsorship of sport and increased alcohol consumption among sports participants (i.e. ‘sportspeople’). Additionally, a preference for sponsored alcohol brands was found by sponsored sportspeople. Our research adds to the growing evidence for policy review of alcohol sponsorship of sports and extends prior studies investigating impacts of alcohol sponsorship upon sports participants by generalizing to a large, national sample of sportspeople.

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References

1960A new scale of social desirability independent of psychopathology.1982Development of reliable and valid short forms of the marlowe-crowne social desirability scale 2006Journal of Clinical Psychology 2003The validity of self‐reports of alcohol consumption: state of the science and challenges for research 2008Alcohol industry sponsorship and hazardous drinking among sportspeople 1993Sponsorship of Sport By Tobacco and Alcohol Companies: a Review of the Issues 2012A total ban on alcohol advertising: Presenting the public health case 2011Alcohol Industry and Non-Alcohol Industry Sponsorship of Sportspeople and Drinking

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2020A new frontier: alcohol sponsorship activation through esports

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