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

2213 WordsSep 12, 20139 Pages
Research Problem This research project is designed to determine the effects on the perceptions of alcohol amongst Australian high school students caused by alcohol sponsorship of sporting teams and events. Aims The aims of this research are to determine: • How young Australians perceive alcohol and what effects sport sponsorship has on these perceptions • Attitudes towards alcohol consumption and how these are effected by sport sponsorship Significance While research has been conducted internationally there is no Australian research examining this issue within the Australian society. This research establishes the connection between alcohol sponsorship of Australian sporting events and the perceptions and attitudes held by…show more content…
The solution provided was to divert some of the revenue from taxes on tobacco products sold into state based health promotion organizations, such as VicHealth in Victoria, which provided sponsorship funds to organizarions previously sponsored by tobacco companies (D'Arcy, et al., 1997). This not only ensured that sporting orgnizations did not suffer any financial loss but also provided direct access for the health promotion organizations to individuals directly targeted by tobacco advertsing to deliver an anti-smoking message. A similar solution would be available in the case of alcohol sponsorships given the already established organizations and the high level of taxes placed on alcohol products sold in Australia. While there is evidence to suggest that sports fans are more likely to consume alcohol (Nelson & Weschler, 2003) and that alcohol companies use sponsorship of sporting events to minimise the association of alcohol with the social problems it contributes to (Maher, Wilson, Signal, & Thomson, 2006) it is still unclear what attitudes and behaviours are directly attributeable to the relationship between alcohol and sports. Rehm & Kanteres (2008) identify an assocation between sponsorship and problem dirnking and Jones (2010) cite a connection between sponsorship and alcohol related harm; however there is no empirical evidence that children and adolescents

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