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