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IML Sports Marketing
Building D5
Fairoaks Airport
Chobham
Surrey
GU24 8HU
Tel: 0871 399 0089
Fax: 01276 858010
Email
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Building D5
Fairoaks Airport
Chobham
Surrey
GU24 8HU
Tel: 0871 399 0089
Fax: 01276 858010
View map
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No link between alcohol sponsorship in sport and drinking!
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There are no significant statistical correlations between sports sponsorship awareness and attitudes to alcohol use, according to research by Cardiff Business School’s Dr Fiona Davies, published by the International Journal of Sports Marketing & Sponsorship.
The study found that boys with sporting interests appear to be influenced towards drinking and drunkenness by the traditional macho sporting culture rather than the presence of alcohol sponsorship, and involvement in sport had no impact on girls’ attitudes to drinking. Last month the UK government’s Health Committee Report on Alcohol made a number of proposals including setting a minimum pricing for alcoholic drinks in the UK and legislating that no event should be sponsored by an alcoholic brand if more than 10 per cent of those attending are under 18 years of age. “Alcohol sponsorship does play a part in perpetuating and normalising this culture, and so has some additional influence. But the findings indicate that banning it would have little effect on the traditional male practices of drinking after playing sport, watching televised matches with a beer in hand and so on,” said Dr Davies. The study investigated attitudes to alcohol, sport and sport sponsorship among 14/15 year olds in a typical UK city. Following initial focus group discussions, a questionnaire survey was completed by a total of 294 pupils from five schools. |
