How Does Alcohol Sponsorship of Sport affect Drinking Behaviour and Attitudes in at Risk Youth? Implications for Public Policy and the Sport Industry (2011–2014)
The aim of the project is to examine the impact of alcohol sponsorship of sport upon youth, given that this important topic has been neglected in extant research. Specific research questions are concerned with 1. the nature and prevalence of alcohol sponsorship in sport, 2. the impact of it upon targets' attitudes, awareness and behaviour toward alcohol brands, and 3. community impact of a ban on alcohol sponsorship as compared to policy alternatives. We propose testing the association through a unique cross disciplinary, mixed methods examination of a large scale. The project addresses an issue of national and international social and economic significance and will contribute to existing research and policy development in the field.