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Should alcohol brands sponsor sport?

The impact of alcohol sponsorship in sport upon sportspeople and young drinkers has been a subject of growing concern. UQ Business School has completed a range of studies on this issue in conjunction with the Australian Sports Commission and the Australian Research Council.

The research, led by Dr Sarah Kelly, found an overall link between alcohol sponsorship and alcohol consumption among sports participants as well as young consumers. It also found preference for alcohol sponsors’ brands and alcohol generally as a result of sponsorship exposure.

The project required the UQ team to attend federal government roundtables debating the issue for policy development and deliver educational workshops to University Games participants in collaboration with Australian University Sports and the Australian National Health Preventative Taskforce Agency. The results of the research will directly influence policy around banning or limiting alcohol sponsorship of sport in Australia.

Are you an organisation in need to solve a business issue? Contact Sarah Kelly to know more about her work and benefit from her expertise.