Alcohol sponsorship and its impact on sports participants’ consumption

Kelly, Sarah and Ireland, Michael and Mangan, John (2017) Alcohol sponsorship and its impact on sports participants’ consumption. Sport in Society, 20 (7). pp. 848-860. ISSN 1743-0437


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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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to Published version in accordance with the copyright policy of the publisher.
Faculty / Department / School: Current - Faculty of Health, Engineering and Sciences - School of Psychology and Counselling
Date Deposited: 04 Apr 2017 00:57
Last Modified: 06 Feb 2018 05:23
Uncontrolled Keywords: alcohol consumption; sponsorship; sports; policy review; impact
Fields of Research : 11 Medical and Health Sciences > 1117 Public Health and Health Services > 111712 Health Promotion
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
17 Psychology and Cognitive Sciences > 1701 Psychology > 170106 Health, Clinical and Counselling Psychology
Socio-Economic Objective: C Society > 92 Health > 9205 Specific Population Health (excl. Indigenous Health) > 920599 Specific Population Health (excl. Indigenous Health) not elsewhere classified
Identification Number or DOI: 10.1080/17430437.2016.1221930

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