When does alcohol sponsorship of sport become sports sponsorship of alcohol? A case study of developments in sport in Australia

Sandra C Jones (Associate Dean (Research), Faculty of Health & Behavioural Sciences Director, Centre for Health Initiatives, Room G04, Building 41 University of Wollongong, Wollongong NSW 2522, Australia)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 April 2010

Abstract

Alcohol sponsorship of sport is common in Australia, with much debate about the appropriateness of linking sport with alcohol advertising and promotion. This paper provides examples of such sponsorships to appreciate the extent and nature of the complex relationship between sport and alcohol sponsors. The public health and policy implications of alcohol sponsorship of sport extending to creating a sporting competition purely to promote an alcohol brand are considered.

Keywords

Citation

Jones, S. (2010), "When does alcohol sponsorship of sport become sports sponsorship of alcohol? A case study of developments in sport in Australia", International Journal of Sports Marketing and Sponsorship, Vol. 11 No. 3, pp. 67-78. https://doi.org/10.1108/IJSMS-11-03-2010-B007

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Publisher

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Emerald Group Publishing Limited

Copyright © 2010 by Winthrop Publications Limited

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