The Culture of Alcohol Promotion and Consumption at major sports events in New Zealand Research Completed

Title

The Culture of Alcohol Promotion and Consumption at major sports events in New Zealand

Lead Author

Sarah Gee , Steve Jackson , Michael Sam

Organisation(s)

Health Promotion Agency;School of Sport and Exercise Massey University;School of Physical Education Otago University

Publication Year

2013

Publisher

Health Promotion Agency

Contacts

 

 

Health Promotion Agency

Level 4, ASB House

101 The Terrace

Wellington 6011

PO Box 2142

Wellington 6140

New Zealand

Phone: (04) 917 0060
Fax: (04) 473 0890
Email: enquiries@hpa.org.nz

 

Abstract

This report presents research that investigated the culture of alcohol promotion and consumption at

major sports events in New Zealand. The project was divided into four case studies, each one

relating to a particular alcohol‐sponsored sports event in New Zealand between September 2011

and February 2012: (1) the Rugby World Cup 2011; (2) the Heineken Open Men’s Tennis Tournament

2012; (3) the Hertz Wellington International Rugby Board’s Rugby Sevens 2012; and (4) the New

Zealand Cricket International Twenty20 and One Day International 2012 matches. For each of these

four case studies, the alcohol‐related promotion and consumption of both the live experience and

the SKY Sport television broadcast of the event were analysed. Using a matrix of qualitative and

quantitative methodological tools, the research team captured the public spaces where alcohol was

promoted and where people consumed both alcohol and sports events, as well as how the television

viewer encountered alcohol promotions related to those major sports events. This report highlights

the findings of the research, including: (1) the nature and profile of alcohol promotions at major

sports events; (2) people’s sport‐event‐related drinking behaviour; and (3) the frequency and

duration of alcohol‐related images and crowd alcohol consumption at major sports events broadcast

on the SKY Sport network. Furthermore, through this project we broaden our understanding of the

role and effects of alcohol as part of the overall entertainment package and experience of sports

mega‐events, including the increasingly complex and sophisticated links between alcohol promotion,

sports sponsorship and the formation of particular drinking cultures.

 

Keywords: Alcohol, Sports events, Behaviour

 

How to access

Areas of Focus

Population Groups

Settings (location)

Provision (delivery type & infrastructure)

Topics

Sport and Recreation Types

Views

1679

Added

January 24, 2014

Last Modified

January 24, 2014