The impact of alcohol sponsorship in sport upon university sportspeople

Kelly, Sarah Jane, Ireland, Michael, Alpert, Frank and Mangan, John (2014) The impact of alcohol sponsorship in sport upon university sportspeople. Journal of Sport Management, 28 4: 418-432. doi:10.1123/jsm.2013-0078

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Author Kelly, Sarah Jane
Ireland, Michael
Alpert, Frank
Mangan, John
Title The impact of alcohol sponsorship in sport upon university sportspeople
Journal name Journal of Sport Management   Check publisher's open access policy
ISSN 1543-270X
Publication date 2014-01-01
Sub-type Article (original research)
DOI 10.1123/jsm.2013-0078
Volume 28
Issue 4
Start page 418
End page 432
Total pages 15
Place of publication Champaign, IL, United States
Publisher Human Kinetics Publishers
Language eng
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 specific 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.
Keyword Athlete perceptions
Public policy
Sport sponsorship
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2015 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 2 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 2 times in Scopus Article | Citations
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