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

Article

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. https://doi.org/10.1123/ijsc.2018-0153
Article Title

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

ERA Journal ID34658
Article CategoryArticle
AuthorsKelly, Sarah (Author) and Ireland, Michael (Author)
Journal TitleInternational Journal of Sport Communication
Journal Citation12, pp. 79-103
Number of Pages25
Year2019
Place of PublicationUnited States
ISSN1936-3907
1936-3915
Digital Object Identifier (DOI)https://doi.org/10.1123/ijsc.2018-0153
Web Address (URL)https://journals.humankinetics.com/view/journals/ijsc/12/1/article-p79.xml
Abstract

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.

Keywordsadvertising, consumer welfare, consumption, sports marketing
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020429999. Other health sciences not elsewhere classified
350604. Marketing communications
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Byline AffiliationsUniversity of Queensland
University of Southern Queensland
Institution of OriginUniversity of Southern Queensland
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Ireland, Michael J., March, Sonja, Crawford-Williams, Fiona, Cassimatis, Mandy, Aitken, Joanne F., Hyde, Melissa K., Chambers, Suzanne K., Sun, Jiandong and Dunn, Jeff. 2017. "A systematic review of geographical differences in management and outcomes for colorectal cancer in Australia." BMC Cancer. 17 (1). https://doi.org/10.1186/s12885-017-3067-1
A randomized controlled trial of mindfulness to reduce stress and burnout among intern medical practitioners
Ireland, Michael J., Clough, Bonnie, Gill, Kim, Langan, Fleur, O'Connor, Angela and Spencer, Lyndall. 2017. "A randomized controlled trial of mindfulness to reduce stress and burnout among intern medical practitioners." Medical Teacher. 39 (4), pp. 409-414. https://doi.org/10.1080/0142159X.2017.1294749
The impact of alcohol sponsorship in sport upon varsity sportspeople
Kelly, Sarah Jane, Ireland, Michael, 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. https://doi.org/10.1123/jsm.2013-0078
Young consumers’ exposure to alcohol sponsorship in sport
Kelly, Sarah, Ireland, Michael, 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. https://doi.org/10.1108/IJSMS-16-02-2015-B002
Development of the SOSS-D: a scale to measure stigma of occupational stress and burnout in medical doctors
Clough, Bonnie A., Ireland, Michael J. and March, Sonja. 2018. "Development of the SOSS-D: a scale to measure stigma of occupational stress and burnout in medical doctors." Journal of Mental Health. 28 (1), pp. 26-33. https://doi.org/10.1080/09638237.2017.1370642
Farmers are not seeking help: what does service provision have to do with it?
Vayro, C., Brownlow, C., Ireland, M. and March, S.. 2017. "Farmers are not seeking help: what does service provision have to do with it?" 14th World Rural Health Conference (Wonca 2017). Cairns, QLD 29 Apr - 02 May 2017
Farmers aren't seeking help for mental health: their partners tell us why
Vayro, Caitlin, Brownlow, Charlotte, Ireland, Michael and March, Sonja. 2017. "Farmers aren't seeking help for mental health: their partners tell us why." Coleman, Leanne (ed.) 14th National Rural Health Conference. Cairns, Australia 26 - 29 Mar 2017 Canberra, Australia.
Stories from Queensland farmers: 'why we don't seek help for mental health'
Vayro, Caitlin, Brownlow, Charlotte, Ireland, Michael and March, Sonja. 2016. "Stories from Queensland farmers: 'why we don't seek help for mental health'." 8th Rural and Remote Mental Health Symposium (2016). Kingscliff, Australia 03 - 04 Nov 2016
The cognitive emotion regulation questionnaire: factorial, convergent, and criterion validity analyses of the full and short versions
Ireland, Michael J., Clough, Bonnie A. and Day, Jamin J.. 2017. "The cognitive emotion regulation questionnaire: factorial, convergent, and criterion validity analyses of the full and short versions." Personality and Individual Differences. 110, pp. 90-95. https://doi.org/10.1016/j.paid.2017.01.035
It works two ways: impacts of sponsorship alliance upon sport and sponsor image
Kelly, Sarah Jane, Ireland, Michael, Mangan, John and Williamson, Harley. 2016. "It works two ways: impacts of sponsorship alliance upon sport and sponsor image." Sport Marketing Quarterly. 25 (4), pp. 241-259.
Innovative mental health solutions for regional well-being and resilience
March, Sonja, Ireland, Michael, Brownlow, Charlotte, Goh, Hong Eng, Antonio, Amy, Tehan, Gerry and Keppell, Mike. 2014. "Innovative mental health solutions for regional well-being and resilience." Keppell, Mike and Reushle, Shirley (ed.) 2nd Digital Rural Futures Conference 2014. Toowoomba, Australia 25 - 27 Jun 2014 Toowoomba, Australia.
The nature of youth care tasks in families experiencing chronic illness/disability: development of the Youth Activities of Caregiving Scale (YACS)
Ireland, Michael James and Pakenham, Kenneth Ian. 2010. "The nature of youth care tasks in families experiencing chronic illness/disability: development of the Youth Activities of Caregiving Scale (YACS)." Psychology and Health: an international journal. 25 (6), pp. 713-731. https://doi.org/10.1080/08870440902893724
Youth adjustment to parental illness or disability: the role of illness characteristics, caregiving, and attachment
Ireland, Michael J. and Pakenham, Kenneth I.. 2010. "Youth adjustment to parental illness or disability: the role of illness characteristics, caregiving, and attachment." Psychology, Health and Medicine. 15 (6), pp. 632-645. https://doi.org/10.1080/13548506.2010.498891
Meditation and psychological health and functioning: a descriptive and critical review
Ireland, Michael. 2012. "Meditation and psychological health and functioning: a descriptive and critical review." The Scientific Review of Mental Health Practice. 9 (1), pp. 4-19.
Meditation and psychological health: modeling theoretically derived predictors, processes, and outcomes
Ireland, Michael James. 2013. "Meditation and psychological health: modeling theoretically derived predictors, processes, and outcomes." Mindfulness. 4 (4), pp. 362-374. https://doi.org/10.1007/s12671-012-0136-z
Meditative insight: conceptual and measurement development
Ireland, Michael J.. 2013. "Meditative insight: conceptual and measurement development." Mental Health, Religion and Culture. 16 (1), pp. 79-99. https://doi.org/10.1080/13674676.2011.645225
Effect of context on performance approach orientation
Izadikhah, Zahra, Jackson, Chris and Ireland, Michael J.. 2012. "Effect of context on performance approach orientation." American Journal of Psychology. 125 (2), pp. 193-207. https://doi.org/10.5406/amerjpsyc.125.2.0193