Essays on Whether Alcohol Could Be Sponsorship of Sports Events Coursework

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The paper "Whether Alcohol Could Be Sponsorship of Sports Events" is a great example of business coursework.   A number of concerns have been raised concerning the close connection between alcohol and sports and how it influences the social and cultural norms of society. As a result, there is much current debate concerning the alcohol sponsorship of sporting events and teams. The scholars, governments and stakeholders in cultural and social issues are presently involved in a series of deliberations examining the nature and effects of alcohol advertising and promotion (Greenfield & Room, 2007: 33).

In many developed nations such as the US, UK and Australia, alcohol and sports have been argued to be closely related, where alcohol industry spent more than $680 million on advertising in sports programs on TV. The United Kingdom has been termed as “ a model case where alcohol and sport are united in a close partnership” , for example, the English Premiership League (EPL) is highly sponsored by Guinness. In most countries, alcohol, and the promotion and advertising of alcohol and the sporting events have been linked for many years, to a level where people term it unusual to watch a sporting event without seeing some commercial advertisement of alcohol brand like Guinness as it’ s the case in EPL games.

In Australia, sponsorship of sporting events by the alcohol industry has become the order of the day, and presently many debates have erupted within government, industry groups and public health activists about whether linking alcohol with sport breach the spirit of the advertising set of laws (Black et al, 2009: 201). It has been argued that an association of sports sponsorship and alcohol is indecent since its possible impact on underage consumers and the discrepancy involving alcohol consumption and the physical demands of sports participation.

In this paper, we assess whether alcohol could be sponsorship of sports events or not. Sports Sponsorship Presently, sports are turning out to be more commercialised, thus sponsorship has got hold of professional sports. Greenfield and Room (2007: 34) argues that sports sponsorship has developed into an essential marketing instrument for promoters because of its flexibility to reach many people and creation of corporate trademark. Yet some sponsors whose products entails alcohol and tobacco have created pandemonium within the society because of the embargo imposed on them in the society, even though they make about half of the sponsorship in professional sports at the moment.

With alcohol firms being under close scrutiny from government and society, their sponsorship of sporting events has been questioned in regard to the effect they pose on Australian youth Sponsorship is important to supplement the usual advertisement, however, it becomes more valuable where the advertisement is barred or restricted (Howard & Crompton, 2005: 267).

Sports sponsorship offers several chances of reaching out to audiences in four different ways: during the pre-promotion of a sporting event, at the event itself, in the live broadcast of the event and lastly, in the reporting of the event’ s results. Every time a sporting event is shown on the TV screen or announced in radio, the sponsor gains exposure to the viewer or listener respectively, an intervention that many sponsors embrace by sponsoring a sporting event in certain arenas and stadiums presumed to have mammoth crowds. Besides, they place their advertisements posts strategically in the arena, so that those attending the event can easily view them and acknowledge their corporate brand. A number of beer corporations are heavily concerned with sports sponsorship, mostly owning or sponsoring major leagues and teams in Australia, UK and US.

Also in most international sports events, alcohol companies have greatly sponsored, for example in the 1998 World Cup in France where companies sponsored national teams and most recently the just-concluded Olympics in London. A good example can be traced from Kenya, which is a developing country in Eastern Africa whose premier league commonly known as Kenya Premier League (KPL) has now been taken over by a beer company and presently is known as Tusker League.

This is an incredible illustration of how beer companies sponsor professional sports in both developing and developed nations around the world. For these companies, sports media is a fundamental means of presenting and promoting their products in association with activities which many people refer to them as healthy. This is an intervention thought to safeguard their product image and thwart any negative perceptions of people.

A study conducted in Australia reveals that brands which were popular among the underage are the same brands that sponsor major sports leagues in the country.


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