Links Modular Solutions are a leading provider of high-quality, innovative software solutions for leisure facilities. Our software suite includes modules such as POS, Classes, Members, Facility…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.
Supreme Heating is a proud Australian owned company specialising in the latest energy efficient heating solutions. Since 1990, Supreme Heating has designed and installed commercial pool heating…read more
iEDM integrate Design, Engineering and Delivery Management services to convert existing spaces into exciting new entertainment venues. Our team consists of highly qualified professionals with diverse…read more
Summit Fitness Equipment is now part of NovoFit - see www.ausleisure.com.au/suppliers/novofit/read more
Crystal Pools has a solid history of performance on a wide variety of government and commercial projects and is the name behind many of Australia’s most innovative and ambitious aquatic…read more
Turnstile Entry Systems and Access Control Centaman Entrance Controls’ Award Winning Range of Access Control Systems includes tripod & triarm turnstiles, speedgates, full height…read more
JonasLeisure offers a complete range of leading leisure and recreation software brands – envibe, Centaman, Gladstone Health & Leisure, The Retention People, Nutrition Complete and…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!