Alcohol sponsorship of a summer of sport: a frequency analysis of alcohol marketing during major sports events on New Zealand television.

AIMS

This research aims to assess the nature and extent of alcohol marketing through sport sponsorship over a summer of televised sport in New Zealand.

METHODS

Frequency analysis of New Zealand television broadcasts of five international sporting events during the summer of 2014-2015. Broadcasts were analysed to identify the percentage of time when alcohol brands were visible during game-play. The number of independent alcohol brand exposures was recorded.

RESULTS

Alcohol brands were observed during every televised event. Audiences were exposed to between 1.6 and 3.8 alcohol brand exposures per minute. Alcohol brands were visible between 42 and 777 times across the games examined. For three out of the five events alcohol brands were visible for almost half of the game.

CONCLUSION

Alcohol sponsorship was prevalent in international sport on New Zealand television. Given the popularity of broadcast sport, especially with children, there is an urgent need for regulation of alcohol sponsorship of sport. There are viable models of alcohol sponsorship replacement but their implementation requires the will of both sporting organisations and politicians. This research adds weight to arguments to implement recommendations to remove all alcohol sponsorship of sport.