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Young consumers' exposure to alcohol sponsorship in sport

Sarah Kelly (Senior Lecturer, UQ Business School, University of Queensland St Lucia, Qld, 4072, Australia)
Michael Ireland (Lecturer, Faculty of Sciences, University of Southern Queensland)
Frank Alpert (Associate Professor, UQ Business School, University of Queensland)
John Mangan (Professor, School of Economics, University of Queensland)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2015

Abstract

Two studies were undertaken with the aim of determining the nature and prevalence of exposure to alcohol sponsorship communications associated with sport. Study 1 reports a content analysis of alcohol sponsors' leveraging across popular sporting events. Study 2 examines alcohol sponsors' activation in social media. A high proportion of alcohol sponsorship messages containing content appealing to young adult drinkers are revealed across multiple media. Events and policy implications are addressed.

Keywords

Citation

Kelly, S., Ireland, M., Alpert, F. and Mangan, J. (2015), "Young consumers' exposure to alcohol sponsorship in sport", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 2, pp. 2-21. https://doi.org/10.1108/IJSMS-16-02-2015-B002

Publisher

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Emerald Group Publishing Limited

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