Alcohol sponsorship of sporting, cultural and social events is a key advertising strategy utilised in by alcohol companies.

In particular, sport is a primary vehicle for the promotion of alcohol in New Zealand.

Sponsorship in these settings may include:

  • naming rights
  • mentions in sports commentaries
  • signage
  • labelling on clothing apparel
  • exclusive rights to sell alcohol, etc.

Many local sports clubs also obtain sponsorship funds from alcohol companies. Research has found that New Zealand children are particularly exposed to alcohol branding during sporting events televised in New Zealand, with alcohol branding visible for nearly 50% of broadcast time on television [13].

Sports players sponsored by an alcohol product may be at particular risk of harm. This has been shown in New Zealand research whereby alcohol industry sponsorship of sportspeople, and in particular the provision of free or discounted alcoholic beverages, was associated with hazardous drinking [14].

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