Essays on Whether Alcohol Companies Would Sponsor Sports Coursework

Download full paperFile format: .doc, available for editing

  The paper "Whether Alcohol Companies Would Sponsor Sports" is an outstanding example of marketing coursework.   When a topic on alcohol consumption and young people come across, the most raised concern is how alcohol and sports are closely associated (Sivyer, 1990). In the modern world, sports are being more and more commercialized and sponsorships have taken over local and international sports. Sports sponsorship has become a significant marketing tool for advertisers due to flexibility, high level of exposure of the corporate or the brand, and broad reach, that it sports achieve.

Thus, sponsorships are useful supplements to regular advertising. However, they are preferred as substitutes for advertising in situations where advertising may be banned or need to be controlled. Due to popularity, any sporting event that needs to be presented in the media creates an opportunity for the sponsors to market their products. Alcohol sponsorship is becoming prominent and these companies take great advantage of exposing themselves in media through opportunities in sports. Alcohol sponsors sponsor sports events as well as advertising themselves in stadiums and arenas in order to have a good market for their products.

Thus, through sports, they grab multiple chances for showing their brands to a large number of supporters of football through televisions and in arenas to those physically attending sporting events (Mason, 2005). Sponsorship of alcohol in sports is associated with many countries throughout the world. U.S is among them where advertisements on sports spend more than $540 dollars in TV sports programs (Center on Alcohol Marketing and Youth, 2003). New Zealand is another country that has a very strong relationship between alcohol and sports. Different sports are supported by alcohol at different levels and more directly gaming society is being funded by alcohol sponsors.

The estimates of alcohol sponsorship in sports are more than $165 million dollars per annum. In addition, more than 9% of income in clubs is received from the sponsorship of alcohol (SPARC 2002). But, there a rising interest in the way alcohol sponsors in sports is gaining popularity. In turn, various organizations and government are more concerned with the impact of the sponsorship to the community and as a result, many countries are in the move of controlling the alcohol sponsors of sports.

This is not supported by the alcohol industry because it is they may lose a significant way of introducing their product to people (WHO, 2004). Fiona Ryan, the chief executive of Alcohol Action Ireland, which is a member of the strategy's steering group said that sports sponsorship was "very lucrative" for the alcohol industry and it provides them with access to the young male market. She said that alcohol was as much a threat to people's health as tobacco and that one-thirteenth of the country's health budget was being spent on alcohol-related illness (BBC, 2007).

Such news has a significant influence on the alcohol firms and it attracts the interest of the public. A lot of people believe that alcohol negatively influences people as well as society. Therefore, they don’ t support alcohol sponsorship in sports. However, there are others who think that alcohol sometimes brings benefits to individuals and society, even though it has some negative influence.


BBC (2007). Republic could ban drinks sponsorship of sports events. BBC News Northern Ireland. 7th February 2012. Review from:

Center on Alcohol Marketing and Youth (2002). Television: Alcohol’s Vast Adland. Georgetown University, Center on Alcohol Marketing and Youth, Washington, DC.

Center on Alcohol Marketing and Youth (2003). Alcohol advertising on sports television 2001 to 2003, Review from:

Connolly, S., (2006). Old: Survey finds binge drinking prevails at sporting clubs, AAP General News Wire, May 16.

Corti, B., Holman, C. D. J., Donovan, R. J., Frizzell, S. K., Carroll, A. M. (1995). Using sponsorship to create healthy environments for sport, racing and arts venues in Western Australia. Health Promot Int, 10, 185-97.

Mason, K. (2005). How corporate sponsorship impacts consumer behaviour. Journal of American Academy of Business, 7, 32-5.

Mongan, D. (2010). Sponsorship of sports events by the alcohol industry, Drugnet Ireland, Issue 35, Autumn 2010, p. 12.

Munro, G. (2000). Challenging the culture of sport and alcohol. International Journal of Drug Policy, 11, 199-202.

Richards, R., Darling, H., Reader, A. (2005). Sponsorship and fund-raising in New Zealand schools: implications for health. Australia New Zealand Journal of Public Health, 29, 331-6

Scary G. (2007). Alcohol at Professional Sporting Events. Is it Right to Serve Alcohol at a Sporting Event? May 10, 2007, Review from

Sivyer, G.W. (1990). Alcohol advertising and sport: a role for preventive medicine, Medical Journal of Australia, 153(4), 230-231.

SPARC (2002). Running Sport, Wellington: Sport and Recreation New Zealand (SPARC), 1-30.

World Health Organization (2004). Global status report on alcohol, Geneva: World Health Organization; 1-94.

Download full paperFile format: .doc, available for editing
Contact Us