Fitness On Demand™ is a market-leading developer of virtual group fitness products. Our innovative video delivery systems offer robust content and a simple-to-use, comprehensive web app. Fitness…read more
Research shows alcohol advertising in sport fuels a drinking culture
Research from Monash University and the Parisien Laboratory of Social Psychology, the University Grenoble of Alpes (France) has found that repeated exposure to alcohol advertising in sport - either at venues or during media coverage of matches - can have long-term effects on drinking attitudes.
The research showed both a positive and casual link between alcohol sponsorship and alcohol-related attitudes, as well as the specific brand being advertised.
The study, How alcohol advertising and sponsorship works – effects through indirect measures, was published today in Drug and Alcohol Review.
The study was led by Dr Oulmann Zerhouni from the Parisien Laboratory of Social Psychology, with support from Dr Laurent Begue (University Grenoble of Alpes) and Professor Kerry O’Brien, Behavioural Sciences Research Laboratory (Monash University).
The alcohol industry accounts for roughly 20% of all sport sponsorships internationally. This is despite evidence showing that direct alcohol sponsorship of sport is associated with more hazardous drinking, and that large numbers of children are exposed to alcohol messages while watching sport.
Professor O’Brien “what we showed is that alcohol advertising and sponsorship not only send a message directly encouraging people to drink, but tends to implicitly and/or unconsciously associate a product, like beer, within a specific context of going to the football or watching a sports match on television."
Study lead Dr Zerhouni added “we also found that exposing people to an alcohol brand, and more strongly to a mainstream alcohol brand, leads to more positive attitudes towards alcohol more generally.
“Our results suggest that alcohol advertising and sponsorship exposure may change attitudes in an automatic fashion, because it doesn’t require an individual to cognitively process the advertising stimuli.”
As part of the study, 109 students from France were exposed to 10 minutes of a rugby match featuring one of three sponsorship conditions: a globally renowned beer; a domestic beer; or motor oil.
Researchers tested whether incidental exposure to alcohol marketing messages influenced their evaluation of brands and alcohol in general, and whether these decision-making processes occurred naturally. Alcohol consumption immediately following the experiment wasn’t analysed.
Dr Zerhouni added “we found evidence to suggest that the more popular the brand of alcohol, the greater the influence in changes to participants’ drinking attitudes. This wasn’t the case when the alcohol brand was relatively unknown, or if the sponsorship was unrelated to alcohol, in this case motor oil."
Because sports fans are repeatedly exposed to alcohol advertising and sponsorship when watching sport, Professor O’Brien said this was likely to have a long-term effect on their drinking that needed to be understood and addressed.
Professor O’Brien concluded “this is especially important for countries that allow alcohol marketing in sport programming during the day, when we know hundreds of thousands of children are watching."
16th September 2018 - Research group launches campaign to end alcohol advertising in sport
5th April 2016 - Report says Australia is losing the war on obesity and alcohol
26th October 2014 - Alcohol, fast food and gambling dominate Aussie sport
18th January 2014 - Alcohol brands defend sports sponsorships
27th October 2012 - Conference to explore drugs and alcohol in sport ‘the silent epedemic’
7th September 2011 - WA Venues move away from alcohol sponsorship
13th July 2010 - Health Charity adds pressure to alcohol and sport sponsorship debate
2nd September 2009 - Health Strategy seeks Ban on Alcohol Sponsorship in Sport
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.
The Complete Guide to Leisure Industry Products & Services.
Hidroplay welcomes you to the exciting world of children's Playscapes, waterslide's and Water Attractions. Appealing to families, Hidroplay increases patronage in your facility during those…read more
As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek. Click here to contact SeatGeek Asia Pacific via their entry in…read more
Sports Padding At Rae-Line we manufacture high quality sports padding, gym mats, foam mats and protective padding, suitable for a range of different facilities. Our sports padding is…read more
revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…read more
Over the past 10 years Debitsuccess has been providing expert billing services to businesses across Australia. Debitsuccess is now the largest full service direct debit provider in Australasia,…read more
Gunnebo is a global provider of security and access control solutions and services with sales companies in 31 countries in Europe, the Middle East, Africa, Asia, the Americas and Australia.…read more
Neptune Benson is a manufacturer of high quality water filtration and disinfection products for the recreational, industrial, and municipal water markets. With more than 20,000 installations…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!