The Impact of Alcohol Sponsorship of Sporting Events on Consumption of Alcohol Amongst High School Students: a Research Proposal
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.
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
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…
There are numerous noted differences between alcohol and tobacco products; specifically that alcohol is not harmful in moderation (Sheehan, 1989), total advertising bans do not exist for alcohol companies as they do for tobacco (Jones, 2010)and that society finds alcohol companies more palatable than tobacco companies as sponsors (McDaniel & Mason, 1999). Despite this, many groups are calling for bans to be placed on alcohol sponsorships similar to those placed on tobacco companies in the 1980’s and