The Impact of Alcohol Sponsorship of Sporting Events on Consumption of Alcohol Amongst High School Students: a Research Proposal Essay

A large number of similarities have been completely drawn among tobacco and alcohol sponsorships and some analysts have recommended that the sponsorships act as advertising and marketing targeted at kids and teenagers (Ledwith, 1984; Maher, Pat, Signal, & Thomson, 2006). There is still insufficent data to determine the a result of alcohol sponsorshi p upon children's thinking towards liquor; however sponsorship does permit advertising during children's observing times, not otherwise allowed (Jones, 2010). This assessment looks at research on the two alcohol and tobacco benefactors of sporting events from several countries and how they have damaged views of alcohol and tobacco companies, athletes and social best practice rules.

There is significant evidence to suggest that the partnership between alocohol and sport influences the attitudes and behaviours of sports supporters; Nelson & Weschler (2003) found that young sports fans drink significantly more alcohol and experience more alcohol-related complications. While Smith (2010) recognized the relationship between alcohol and sport like a key cvontributor to alcoholic beverages related harm in Australia. It has also been found that alcohol advertising influences fresh peoples' consuming intentions (Stacy, Zogg, Unger, & Damage, 2004) and perceptions of drinking as being a normative behavior (Caswell, 1995).

For these reasons television advertising by alcohol businesses is not really permitted during children's browsing times; on the other hand loophole is out there which allows intended for an exception during sporting events televised during these time periods on weekends and public holidays (Jones, 2010). This is certainly a major bonus for alcohol companies to sponsor sports teams and events; additionally are able to boost their image simply by associating using a healthy activity which can typically obscure the risks connected with consumption of their products (McDaniel & Heald, 2000; Maher, Wilson, Transmission, & Thomson, 2006; Rehm & Kanteres, 2008). Crompton (1993, g. 162) disagrees that sponsorship by liquor companies stimulates the image that alcohol is definitely "not different from sodas, and its unfavorable consequences such as traffic fatalities, domestic violenmce, physical degeneration and pregnancy risks will be ignored". Liquor companies believe their sponsorship and promoting do not goal viewers underneath tha regarding 18 (Jones, 2010) and further that they have no effect over and above brand turning amongst current drinkers (Crompton, 1993). This is supported by Clever (1988), who found that advertising?uvre had small impact on overall sale of alcoholic beverages and alcohol advertising bills have no result ib total alcohol sales.

Despite much doubt to the contradiction of liquor sponsoring sports; event organisers and sports organizations are strongly in opposition to letting proceed ofone with the major item categories linked to sports support. It is estimated that alcoholic beverages companies take into account nearly 10% of total sports sponsorship in Australia; in excess of $50 mil per annum (Jones, 2010). Wearing organizations as well suggest that with no funding provided by alcohol benefactors many community programs could suffer, having an overall unfavorable effect on areas (McDaniel & Mason, 1999). There are numerous noted differences among alcohol and tobacco goods; specifically that alcohol is usually not harmful in moderation (Sheehan, 1989), total advertising?uvre do not are present for liquor companies as they do to get tobacco (Jones, 2010)and that society discovers alcohol corporations more palatable than tobacco companies since sponsors (McDaniel & Builder, 1999).

Regardless of this, many groups are asking for bans to become placed on alcoholic beverages sponsorships just like those put on tobacco firms in the 1980's and 90's. The disagreement from showing off organizations that no such ban would be viablew with out providing all of them access to the same alternate method to obtain revenue was also set forawrd when confronted with bans about tobacco firms. The solution presented was to divert some of the earnings from taxation on cigarette products marketed into condition based well being promotion agencies, such as VicHealth in Victoria, which provided sponsorship funds to organizarions previously subsidized by cigarette companies (D'Arcy, et al., 1997). Not only does this ensured that sporting orgnizations did not undergo any economic loss although also offered direct access for the health campaign organizations to individuals directly targeted by cigarettes advertsing to provide an anti-smoking message.

An identical solution would be available in the truth of alcoholic beverages sponsorships provided the currently established businesses and the advanced of taxes placed on liquor products bought from Australia. While there is proof to suggest that sports enthusiasts are more likely to consume alcohol (Nelson & Weschler, 2003) which alcohol businesses use support of sporting events to lower the affiliation of alcohol with the interpersonal problems it contributes to (Maher, Wilson, Sign, & Thomson, 2006) it truly is still not clear what perceptions and behaviors are straight attributeable towards the relationship between alcohol and sports. Rehm & Kanteres (2008) identify an assocation among sponsorship and problem dirnking and Williams (2010) refer to a connection among sponsorship and alcohol related harm; however there is no scientific evidence that children and adolescents are more inclined to develop liquor related challenges as result of the connection among alcohol and sporting events. Roberts (2010) determined three crucial considerations; whether sports sponsorship enables the alcohol sector to target youthful drinkers, whether a connection among sport and alcohol is suitable and finally if the ban in alcohol support is financially viable for sporting groupings. The case study of prohibited tobacco sponsors suggest that it can be financially practical; however , the question still is still as to whether or perhaps not it is crucial.

Further research is required to decide the level to which alcoholic beverages sponsorship of sporting events impacts the behaviour and behaviours of the younger generation. This includes revierwing if the concept sent by simply these sponsors encourages irresponsible drinking behaviors, such as drink driving and vioelnce and in addition if added alcohol sales are resultant from advertising or simply brand switching and product loyalty amongst existing drinkers. Through surveying a random test of Aussie high school students study would decide their frame of mind and exposure to sporting events, all their perceptions and attitudes towards alcohol and what interconnection exists between your two due to sponsorship and association. A large sample and longitudinal research ensure enough reliability and triangulation in the data, purchasing a new clear and non-biased queries are used the survey is still ethical and valid and then the recording of demographics really helps to establish whether certain age ranges or sexes are more likely to always be affected.

This research forms upon existing research, adding a new dimension by looking at the attitudes of young people immediately exposed to liquor sponsorship and advertising. Sources Caswell, H. (1995). Does alcohol advertising and marketing have an impact on public health? Drug and alcohol review, 395-403.

Crompton, M. (1993). Support of sport by cigarettes and alcohol companies: a review of the issues. Log of Sport and Sociable Issues, 148-167. D'Arcy, C., Holman, J., Donovan, L., Corti, W., Jalleh, G., Frizzell, S., et al. (1997). Banning Tobacco sponsorship:  replacing cigarettes with health messages and creating health-promoting environments.

Cigarettes Control, 115-121. Jones, S. (2010). Once does liquor sponsorship of sport turn into sports support of alcohol? A case research of developments of sport in Australia.

Intercontinental Journal of Sports Advertising Sponsorship, 250-261. Ledwith, N. (1984). Really does tobacco sporting activities sponsorship on television act as advertising to kids? Health Education Journal, 85-88. Maher, A., Wilson, D., Signal, M., & Thomson, G. (2006).

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Young consumer's responses to event sponsorship advertisements of unhealthy items: implications of schema-triggered have an effect on theory. Sport Management Assessment, 163-184. McDaniel, S., & Mason, Deb. (1999).

A great exploratory research of influences on public opinion to alcohol and tobacco sponsorship of sports. The Hournal of Solutions Marketing, 481-499. Nelson, Capital t., & Weschler, H. (2003). School Sprits: alcohol and collegiate athletics fans. Addicting Behaviours, 1-11.

Rehm, J., & Kanteres, F. (2008). Alcohol and sponsorship in sport: some much-needed data in an ideological discussion. Habit, 103. Sheehan, G. (1989). Personal Greatest. Emmaus: Rodale Press. Intelligent, R. (1988). Does liquor advertising impact overall drinking? A review of empirical studies. Journal of Research on alcoholic beverages, 314-323.

Stacy, A. T., Zogg, J. B., Unger, J. W., & Damage, C. W. (2004). Exposure to televised liquor ads and subsequent adolescent alcohol use. American Record of Health insurance and Behaviour, 498-509.

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