TO DETERMINE THE WAYS IN WHICH ALCOHOL SPONSORSHIP INFLUENCES SPORT AND SPORTS ORGANISATIONS'
Cardiff Metropolitan University
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According to Skinner and Rukavina (2003) sponsorship can be referred to as a movement where buyers and sellers form a relationship amongst themselves so that both benefit. Since the year 2000, sports sponsorship has risen significantly within the European market (Singer, 2008). During the early 1970’s after years of debating, tobacco sponsorship of sport was banned from being broadcasted in the media within the USA which was previously one of the biggest sources of income for sports teams (Ling, 2010). According to Jones (2010) the tobacco sponsorship ban was due to the debate between public health advocates and industry groups about the appropriateness of inexorably linking sport with tobacco. However a ban for alcohol sponsorship was never put in place regardless of health issues and its inappropriate connection to sport. Therefore this has fired up a debate as to whether or not alcohol sponsorship of sport should be banned. The purpose of this investigation was 'to determine the ways in which alcohol sponsorship influences sport and sports organisations'. In order to determine its influences, it is imperative that the individual project entails a comprehensive review of literature into sports sponsorship and in particular alcohol sponsorship of sport. For the purposes of this investigation, it is fundamental that the researcher exposes the close link between alcohol sponsorship of sport and tobacco sponsorship of sport; along with the benefits of large sources of income for sport from the sponsorship of alcohol. The significance of this individual project is that the findings are current and therefore they could be used to determine whether or not a ban on alcohol sponsorship of sport should be put in place. A mixed method research design was used to guide this study. This was done by the researcher used questionnaires to ask the sample group of 19 participants, both open and closed questions. It was identified in the methodology that the sample for the project would be third year Sports Marketing and Event Management students from Cardiff Metropolitan University, aged between 20-23 years old. In order to arrive at the current findings, analytical techniques such as: bivariate analyses and multivariate analysis were used for quantitative data. Qualitative data was analysed using snap software. From carrying out an analysis of the results obtained from the questionnaire, the influences of alcohol sponsorship on sport and sports organisations were determined. The findings taken from the results illustrated that the ways in which sport and sports organisations were influenced by alcohol sponsorship was through a generous amount of financial backing. Secondly, alcohol sponsorship influenced sport and sports organisations through engaging and encouraging the people who played sport and were part of Cardiff Metropolitan University to consume alcohol. The implications of the findings was that although it could be considered unethical, without financial backing from alcohol sponsors the likelihood is that there would be a shortfall of capital to support sport and sports organisations.
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