Young consumers' exposure to alcohol sponsorship in sport
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2015
Abstract
Two studies were undertaken with the aim of determining the nature and prevalence of exposure to alcohol sponsorship communications associated with sport. Study 1 reports a content analysis of alcohol sponsors' leveraging across popular sporting events. Study 2 examines alcohol sponsors' activation in social media. A high proportion of alcohol sponsorship messages containing content appealing to young adult drinkers are revealed across multiple media. Events and policy implications are addressed.
Keywords
Citation
Kelly, S., Ireland, M., Alpert, F. and Mangan, J. (2015), "Young consumers' exposure to alcohol sponsorship in sport", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 2, pp. 2-21. https://doi.org/10.1108/IJSMS-16-02-2015-B002
Publisher
:Emerald Group Publishing Limited
Copyright © 2015 by Winthrop Publications Limited