The impact of alcohol sponsorship in sport upon varsity sportspeople

Kelly, Sarah Jane and Ireland, Michael and Mangan, John and Alpert, Frank (2014) The impact of alcohol sponsorship in sport upon varsity sportspeople. Journal of Sport Management, 28 (4). pp. 418-432. ISSN 0888-4773

Abstract

An online survey was conducted to examine the alleged association between alcohol sponsorship of sports and alcohol consumption and attitudes toward sponsoring brands by Australian university sportspeople (i.e., university students representing their university in competitive sports; N = 501; 51% female). A third (33%) of participants reported receipt of alcohol industry sponsorship. Multiple regression analysis revealed an association between disordered consumption (i.e., alcohol abuse) and sportspeople’s receiving direct-to-user sponsorship in the form of product samples, volume club rebates, vouchers, or prizes. Positive attitudes toward alcohol sponsorship in sport correlated with dangerously excessive (i.e., acute) drinking. The evidence suggests that policy makers, sporting organizations, and universities should target specifc sponsorships and consumption outcomes rather than considering an overall ban on alcohol industry sponsorship in sport. Results suggest that student-targeted policy and governance alternatives directed at team culture, attitudes toward alcohol, and more subtle forms of sponsorships (i.e., discounted product and vouchers) may be appropriate


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: © 2014 Human Kinetics, Inc. Permanent restricted access to published version in accordance with the copyright policy of the publisher.
Faculty / Department / School: Historic - Faculty of Health, Engineering and Sciences - School of Psychology, Counselling and Community
Date Deposited: 11 Apr 2017 01:43
Last Modified: 01 Feb 2018 04:06
Uncontrolled Keywords: sport sponsorship, public policy, athlete perceptions, alcohol consumption
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
Socio-Economic Objective: C Society > 92 Health > 9202 Health and Support Services > 920208 Health Policy Evaluation
Identification Number or DOI: 10.1123/jsm.2013-0078
URI: http://eprints.usq.edu.au/id/eprint/31070

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