Young consumers’ exposure to alcohol sponsorship in sport

Kelly, Sarah and Ireland, Michael and Alpert, Frank and Mangan, John (2015) Young consumers’ exposure to alcohol sponsorship in sport. International Journal of Sports Marketing and Sponsorship, 16 (2). pp. 2-21. ISSN 1464-6668


Two studies were undertaken with the aim of determining the nature and prevalence of exposure to alcohol sponsorship communications associated with sport. Study 1 reports a content analysis of alcohol sponsors’ leveraging across popular sporting events. Study 2 examines alcohol sponsors’ activation in social media. A high proportion of alcohol sponsorship messages containing content appealing to young adult drinkers are revealed across multiple media. Events and policy implications are addressed.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Published version cannot be displayed due to copyright restrictions.
Faculty / Department / School: Current - Faculty of Health, Engineering and Sciences - School of Psychology and Counselling
Date Deposited: 10 Apr 2017 03:21
Last Modified: 06 Feb 2018 05:09
Uncontrolled Keywords: alcohol sponsorship; young consumers; policy; social media; content analysis
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 > 9202 Health and Support Services > 920205 Health Education and Promotion
Identification Number or DOI: 10.1108/IJSMS-16-02-2015-B002

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