The alcohol–sport nexus and how consumers are affected through sponsorship

Kelly, Sarah and Ireland, Michael (2019) The alcohol–sport nexus and how consumers are affected through sponsorship. International Journal of Sport Communication, 12. pp. 79-103. ISSN 1936-3915


Alcohol-linked sponsorship of sport represents a significant and growing investment as a popular strategy for brand communication. The current study confirms a relationship between exposure and hazardous consumption and provides insight into this relationship by examining the mediators responsible. Specifically, brand-image transfer (i.e., the mirroring of positive image attributes from the sponsored event to the sponsoring brand) and implied endorsement (i.e., the consumer assumes that the team or athlete favors the sponsor by virtue of the sponsorship relationship) were tested as mechanisms that explain these effects. The study involved a cross-sectional online survey across 8 sports that examined this relationship between exposure to alcohol-brand sport sponsorship and associated alcohol consumption in young Australian sport consumers (N = 2,033). Findings support a link between alcohol-sponsorship exposure in sport and alcohol consumption, mediated by image transfer and implied endorsement. Implications for sponsors, sports, and regulators concerned with consumer protection and national health are discussed.

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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/School / Institute/Centre: Current - Faculty of Health, Engineering and Sciences - School of Psychology and Counselling
Date Deposited: 30 May 2019 01:53
Last Modified: 24 Jun 2019 06:05
Uncontrolled Keywords: advertising, consumer welfare, consumption, sports marketing
Fields of Research : 11 Medical and Health Sciences > 1117 Public Health and Health Services > 111799 Public Health and Health Services not elsewhere classified
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
Socio-Economic Objective: C Society > 92 Health > 9204 Public Health (excl. Specific Population Health) > 920499 Public Health (excl. Specific Population Health) not elsewhere classified
Identification Number or DOI: 10.1123/ijsc.2018-0153

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