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Author Pinsky, I.; Noto, A.R.; Botequio de Moraes, M.C.; Lucas Dos Santos, E.; Sparks, R.; O'Brien, K.
Title Alcohol Industry Sponsorship of University Student Sports Clubs in Brazil Type Journal Article
Year 2017 Publication Journal of Studies on Alcohol and Drugs Abbreviated Journal J Stud Alcohol Drugs
Volume 78 Issue 2 Pages 306-312
Keywords Alcohol Drinking/*economics; Brazil; Commerce; Humans; Marketing/*economics; Perception; *Sports; Students; *Universities
Abstract OBJECTIVE: The university sport environment represents an important target for alcohol industry marketing. This study investigated the nature of relationships between the alcohol industry and university student sports clubs (USSCs). METHOD: Semi-structured interviews were conducted with board members from 60 active USSCs in the city of Sao Paulo, Brazil. Interviews were transcribed and subjected to content analysis using NVivo10. RESULTS: All invited USSCs participated in the study. Most (n = 53; 88%) reported having signed contracts with the alcohol industry (breweries, in every case) to have their sports events and parties sponsored. The most common sponsorship arrangement involved the supply of discounted beer for sport and student events. T-shirts, beer freezers, and stereo systems were also frequently provided by the alcohol industry to support alcohol-related sports events. In addition, the alcohol industry event promoters helped market the events and products. In return, the USSCs agreed to exclusively sell the sponsors' brand of beer and/or order and sell a quota of beer at their events. Forty-nine interviewees (81%) reported agreements with alcohol companies whereby open bars (free alcohol events) would also be provided. Despite reporting a range of alcohol harms, participants did not perceive there to be a high risk of harm from the alcohol sponsorship arrangements. CONCLUSIONS: Most USSCs in Sao Paulo, Brazil, have formalized contracts with the alcohol industry that promote the marketing, sale, and consumption of alcohol at parties and university games. A critical review of the impacts of these practices and university policies on alcohol industry sponsorship that can take account of the role of such arrangements in student drinking is warranted.
Address School of Social Sciences, Monash University, Melbourne, Australia
Corporate Author Thesis
Publisher Place of Publication Editor
Language English Summary Language Original Title
Series Editor Series Title Abbreviated Series Title
Series Volume Series Issue (up) Edition
ISSN 1937-1888 ISBN Medium
Area Expedition Conference
Notes PMID:28317512 Approved no
Call Number ref @ user @ Serial 97333
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