Latest News

Back to Latest News back

 

Alcohol industry uses social media to present drinking as an integral part of the sport experience

Alcohol industry uses social media to present drinking as an integral part of the sport experience
April 25, 2015

Australia’s alcohol industry is boosting its promotion through social media by timing its posts to major sporting events including the AFL, NRL and cricket, according to a just released study by RMIT University.

Speaking at the World Social Marketing Conference in Sydney this week and introducing the Merging Sport and Drinking Cultures through Social Media study, RMIT Associate Professor Kate Westberg explained “the ultimate goal appears to be to merge the drinking culture with sport culture.

“(The alcohol industry seeks) to normalise consumption by using social media to present drinking as an integral part of the sport experience whether spectatorship, celebration or commiseration.”

In Australia, alcohol can only be advertised after 8.30pm at night but a loophole sees drinks appear on coverage of major sporting events. In addition, social media is largely unregulated.

The Merging Sport and Drinking Cultures through Social Media study, was funded by the not-for-profit Foundation for Alcohol Research and Education and carried out by RMIT University.

The study saw the RMIT researchers analyse Facebook, Twitter and YouTube during the Australian Football League, National Rugby League and cricket seasons in 2013/14.

The study found that sport provides a powerful marketing platform for the alcohol industry, particularly when combined with the collaborative and immersive nature of social media.

This includes posing sports questions, using player endorsements and prompting fans to head to the pub when a game is about to start.

Many platforms encourage users to interact with sites by liking or sharing content which sees consumers themselves become unofficial marketers for alcohol companies.

The study looked at Carlton Draught, Victoria Bitter, Wild Turkey, Jim Beam, XXXX Gold and Bundaberg Rum.

Brands use smartphone apps, push notifications, trivia and tipping competitions, celebrity endorsements, promotional merchandise, videos, memes and co-created content linked to sport to engage with consumers and gain access to their extended social networks.

Sport-linked social media strategies include a call to action encouraging competition, collaboration, celebration and consumption.

Commenting on the findings, Associate Professor Westberg added “the calls to action aim to stimulate consumers to actively engage with the brand, rather than passively receiving brand messages, as is the case with conventional advertising.”

In response to the study, the Foundation for Alcohol Research and Education highlighted how the online space is even less regulated than traditional media.

Foundation Chief Executive Michael Thorn stated “self-regulation isn’t working, it isn’t protecting children from harmful alcohol advertising and those harms will continue until such time that the Commonwealth Government steps in.”

Click here to view the Merging Sport and Drinking Cultures through Social Media study.

21st November 2014 - HEALTHY SPORTING CLUBS RECOGNISED WITH GOOD SPORTS AWARDS

26th October 2014 - ALCOHOL, FAST FOOD AND GAMBLING DOMINATE AUSSIE SPORT

15th October 2014 - WA OPERA’S CARMEN SPONSORSHIP SMOKING ROW EXTINGUISHED 

18th January 2014 - ALCOHOL BRANDS DEFEND SPORTS SPONSORSHIPS 

7th November 2013 - VILLAGE ROADSHOW LOOKS TO RMIT TO DEVELOP INTERACTIVE THEME PARK TECHNOLOGY

15th October 2013 - CRICKET AUSTRALIA CRITICISED FOR REJECTING ANTI-ALCOHOL ADVERTISING IN DOMESTIC ONE-DAY COMPETITION

7th September 2011 - WA VENUES MOVE AWAY FROM ALCOHOL SPONSORSHIP


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

PlayRope

Playrope Aqua-Fun, are the Australian & New Zealand exclusive distributors for Vortex Aquatic Structures International, the world leader in aquatic playgrounds and urban water landscapes.…

read more

Aquatics / Attractions / Parks / Play / Recreation

 
 

Humanforce

Humanforce is a global provider of workforce management solutions for companies who need flexibility to manage complex workforces. Companies use Humanforce to manage everything from time and…

read more

Hospitality / Retail / Technology / Venues

 
 

Otium Planning Group

Otium Planning Group is a contemporary sport and leisure consultancy providing services in planning, facility development, management and funding for the sport, recreation and leisure industries…

read more

Aquatics / Consultants / Recreation / Sport / Venues

 
 

Fun Wheels Pty Ltd

Fun Wheels Pty Ltd are the premium dealer in Australasia for the Dutch company BERG’s commercial and domestic products. Our flagship product is their revolutionary pedal go-kart – the…

read more

Attractions / Tourism / Venues

 
 

Anti Wave International

Anti Wave International is the original suppliers of top performance swim, aquatic sports, leisure and pool programming equipment. Founded in 1971, Anti Wave International is proud of its…

read more

Aquatics / Play / Sport

 
 

Enta Australasia

As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd.  Click here to view the VIVATICKET Pty Ltd listing.  19th July 2018 - ENTA…

read more

Technology / Ticketing / Venues

 
 

CENTAMAN

Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…

read more

Access / Billing / Fitness / Technology / Ticketing

 
 

METRA Australia

METRA Australia is your innovation partner for smart electronic locking, Access Control solutions and cashless payment systems to suit all types of leisure facilities.  Our team’s…

read more

Aquatics / Attractions / Fitness / Recreation / Security

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business