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11 February 2010
An alcohol sponsorship ban would by itself have little effect on youth drinking patterns, according to research by Cardiff Business School’s Dr Fiona Davies.
The study, published by the International Journal of Sports Marketing & Sponsorship, found that there were no significant statistical correlations between sports sponsorship awareness and attitudes to alcohol use.
Although boys with greater awareness of sports sponsorship were slightly more likely to drink alcohol, the extent of their engagement in sport was a much stronger predictor than their sponsorship knowledge of intentions to drink alcohol and to get drunk.
Dr Davies explains: "Boys with sporting interests appear to be influenced towards drinking and drunkenness by the traditional macho sporting culture rather than the presence of alcohol sponsorship.
"Alcohol sponsorship does play a part in perpetuating and normalising this culture, and so has some additional influence. But the findings indicate that banning it would have little effect on the traditional male practices of drinking after playing sport, watching televised matches with a beer in hand and so on."
Involvement in sport had no impact on girls’ attitudes to drinking, the survey showed.
"This may be because the sports which interest them are less associated with alcohol, or that they do not wish to subscribe to the traditional male sporting culture, even when they have an interest in traditionally more masculine sports", Dr Davies said.
The study investigated attitudes to alcohol, sport and sport sponsorship among 14/15 year olds in a typical UK city. Following initial focus group discussions, a questionnaire survey was completed by a total of 294 pupils from five schools.
The results suggest that banning alcohol sponsorship of sport would only have significant impact if it were part of a much wider campaign designed to break the longstanding links between sport and alcohol in British male culture.
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For further information contact:International Marketing ReportsSimon RinesPublisherTel: +44 (0) 117 924 5549Email: email@example.com://www.imrpublications.com
Cardiff Business School
Dr Fiona DaviesTel: +44 (0) 29 2087 5700Email: firstname.lastname@example.org
To arrange interviews or for more information contact:Laura DaviesExternal Relations Managertel: +44 (0) 29 2087 5132email: DaviesLE5@cf.ac.uk
Notes to Editors:1. Cardiff Business School is widely recognised as one of the leading business and management schools in the UK, currently ranked 4th in the Research Assessment Exercise. Its faculty consists of 260 members with expertise in accounting, finance, economics, marketing, strategy, human resource management, and logistics and operations. For more information visit: www.cf.ac.uk/carbs
2. The International Journal of Sports Marketing and Sponsorship is the world’s only sports journal to have achieved recognition from both PsychINFO and SSCI, assessors of academic research publications. The journal, published by International Marketing Reports, has an academic board comprising the world’s leading academics in sports marketing.
3. Research details:Validity: The research has been double-blind peer-reviewed by members of the International Journal of Sports Marketing & Sponsorship (IJSM&S) editorial board.Methodology: Focus groups followed by questionnaire survey.Sample for survey: 294 14/15 year olds (year 10) from 5 schools in medium sized Welsh city.Analysis: based on an extended ‘Theory of Reasoned Action’ framework. The Theory of Reasoned Action is a well-established research model for predicting intentions, and has been used in many previous studies to predict alcohol consumption intentions.
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