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

Clubware

Clubware’s online gym software is not your run of the mill management system. It has been carefully designed to incorporate all the elements that a fitness club would need. How did we do that?…

read more

Access / Billing / Fitness / Recreation

 
 

MYRTHA POOLS

Founded in 1961, Myrtha Pools® quickly became Italy’s première swimming pool company, and has since grown into one of the world's leading swimming pool construction…

read more

Aquatics / Design / Play / Waterparks / Wellness

 
 

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

 
 

AUSFIT

Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…

read more

Billing / Finance / Fitness / Technology

 
 
 

Tim Batt Water Solutions

Tim Batt Water Solutions are at the very forefront of the commercial aquatic business in Australia, with over 30 years specific experience supplying and installing chemical control and dosing…

read more

Aquatics / Environment / Recreation / Technology / Venues

 
 

AlphaFit

AUSTRALIAN MADE. BUILT NOT BOUGHT. AlphaFit is a 100% Australian owned family company manufacturing gear specifically for the strength and conditioning, functional fitness and high-performance…

read more

Fitness / Recreation / Sport / Technology / Wellness

 
 

Hadley/Series Australia Pty Ltd

Hadley Australia and Series Australia Pty Ltd are the leading quality theatre chair manufacturers in the southern hemisphere. The businesses work closely with architects, interior designers and…

read more

Arts / Culture / Design / Entertainment / Venues

 
 
 
 

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