The impact of alcohol sponsorship in sport upon varsity sportspeople
Article
Article Title | The impact of alcohol sponsorship in sport upon varsity sportspeople |
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ERA Journal ID | 33022 |
Article Category | Article |
Authors | Kelly, Sarah Jane (Author), Ireland, Michael (Author), Mangan, John (Author) and Alpert, Frank (Author) |
Journal Title | Journal of Sport Management |
Journal Citation | 28 (4), pp. 418-432 |
Number of Pages | 15 |
Year | 2014 |
Place of Publication | United States |
ISSN | 0888-4773 |
1543-270X | |
Digital Object Identifier (DOI) | https://doi.org/10.1123/jsm.2013-0078 |
Web Address (URL) | https://journals.humankinetics.com/view/journals/jsm/28/4/article-p418.xml |
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 |
Keywords | sport sponsorship, public policy, athlete perceptions, alcohol consumption |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 420603. Health promotion |
350604. Marketing communications | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | University of Queensland |
University of Southern Queensland | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q3yyy/the-impact-of-alcohol-sponsorship-in-sport-upon-varsity-sportspeople
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