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Alcohol sponsorship - Corporate
philanthropy or self-interest?
Patrick Kenny
School of Marketing
Dublin Institute of Technology
Pat.Kenny@dit.ie
Overview

•The (commercial) nature of sponsorship

•Sources of evidence on alcohol sponsorship and
 drinking behaviour
Sponsorship is growing at
     approx. 5% per year

 Equivalent sums needed
          to leverage the
             sponsorship
Sponsorship
                      Ambush marketing
promotional spend
              ratio
Integrated
marketing
communications
• Marketing is more than
  advertising and promotion

• Wider marketing mix

• Each element is integrated
  and mutually reinforcing

• Other marketing mix
  elements support
  sponsorship - higher number
  of alcohol ads around
  sponsored sports events.
Sponsorship is not philanthropy...

• But sponsors benefit from the perception that it
  might be…
Advertising versus Sponsorship: A halo of
goodwill

• Attitude: Selfish versus Generous

• Influence: Direct & forceful versus Indirect & subtle

• Persuasive intention: Overt versus Disguised

• Defence mechanisms: High versus Low




• Perceptions actively cultivated and reinforced by
  the industry
Meeting
consumers in their
passion

•Advertising perceived
 as an interference

•Sponsorship captures
 consumers where they
 are passionate

•Attempt to align image
 of event/sport to the
 brand
   •Sport and
    masculinity
Attitudes associated with sports
sponsorship

• Sports sponsors more likely to be perceived as
  healthy, young, energetic, fast, vibrant and
  masculine.

• Attractive positioning when targeting young males
Relationship between alcohol and
sponsorship:
Background

• Most research on advertising, not sponsorship
  • Extremely difficult to isolate sponsorship and
    measure the impact

• Tendency to focus on brand level rather than
  product level
What can we learn from marketing in
general?

• The relationship between exposure to marketing
  (of all types) and alcohol consumption is
  increasingly clear

• Greater awareness of, and engagement with,
  marketing (including sponsorship) is related to
  increased consumption

• Alcohol-related merchandise strongly associated
  with consumption

• Relationship especially strong amongst the young
What can we learn from tobacco
sponsorship?

• Some evidence from tobacco - 12/13 year olds
  who liked motor racing were more aware of its
  tobacco sponsors and were significantly more
  likely to commence smoking over time (Charlton
  et al 1998).

• Young people aware of cricket tobacco
  sponsorship were more likely to experiment with
  smoking (Vaidya et al, 1996)
What can we learn from alcohol sponsorship
studies?

• 14/15 year olds involved in sport more likely to
  drink and get drunk; sponsorship enhanced these
  effects (Davies, 2009).

• Australian and New Zealand sports players
  sponsored by alcohol companies were
  considerably more likely to abuse alcohol (O'Brien
  et al, 2008 & 2011).

• Australian children aware of alcohol sponsors and
  had favourable attitudes towards them (Jones et
  al 2009).
What can we learn from internal industry
documents ?

• Carling: (Young men) think about 4 things, we
  brew 1 and sponsor 2 of them.

• The aim of Carling's music sponsorship: Build the
  image of the brand and recruit young male
  drinkers.

• Ultimately, the band are the heroes at the venue
  and Carling should use them to 'piggy back' and
  engage customers emotions
What can we learn from social norms
theory?

• Perceptions of what is common and of what is
  socially acceptable

• Scores of studies show that social norms have a
  much greater influence on behaviour than almost
  all other factors

• But where do social norm perceptions themselves
  come from?
The pervasive
 nature of marketing
     communicates
normative messages
The extent of branding and sponsorship in
sport
• Tournament

• Stadium names

• Pitch hoardings

• Teams

• Other supporters

• Merchandise

• Consumption on site
Impact on social norms

• Marketing, and sponsorship, normalise alcohol
  consumption

• Evidence that one can be indirectly influenced by
  the drinking culture in sport even if one is not
  explicitly aware of sponsorship
The evidence base

• Studies on alcohol marketing in general
• Tobacco sponsorship studies
• Alcohol sponsorship studies
• Industry documents
• Social norms theory



• We know about as much about
  alcohol sponsorship as we did
  about tobacco sponsorship when it
  was banned.

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Alcohol sponsorship of sports

  • 1. Alcohol sponsorship - Corporate philanthropy or self-interest? Patrick Kenny School of Marketing Dublin Institute of Technology Pat.Kenny@dit.ie
  • 2. Overview •The (commercial) nature of sponsorship •Sources of evidence on alcohol sponsorship and drinking behaviour
  • 3. Sponsorship is growing at approx. 5% per year Equivalent sums needed to leverage the sponsorship
  • 4. Sponsorship Ambush marketing promotional spend ratio
  • 5. Integrated marketing communications • Marketing is more than advertising and promotion • Wider marketing mix • Each element is integrated and mutually reinforcing • Other marketing mix elements support sponsorship - higher number of alcohol ads around sponsored sports events.
  • 6. Sponsorship is not philanthropy... • But sponsors benefit from the perception that it might be…
  • 7. Advertising versus Sponsorship: A halo of goodwill • Attitude: Selfish versus Generous • Influence: Direct & forceful versus Indirect & subtle • Persuasive intention: Overt versus Disguised • Defence mechanisms: High versus Low • Perceptions actively cultivated and reinforced by the industry
  • 8. Meeting consumers in their passion •Advertising perceived as an interference •Sponsorship captures consumers where they are passionate •Attempt to align image of event/sport to the brand •Sport and masculinity
  • 9. Attitudes associated with sports sponsorship • Sports sponsors more likely to be perceived as healthy, young, energetic, fast, vibrant and masculine. • Attractive positioning when targeting young males
  • 10. Relationship between alcohol and sponsorship: Background • Most research on advertising, not sponsorship • Extremely difficult to isolate sponsorship and measure the impact • Tendency to focus on brand level rather than product level
  • 11. What can we learn from marketing in general? • The relationship between exposure to marketing (of all types) and alcohol consumption is increasingly clear • Greater awareness of, and engagement with, marketing (including sponsorship) is related to increased consumption • Alcohol-related merchandise strongly associated with consumption • Relationship especially strong amongst the young
  • 12. What can we learn from tobacco sponsorship? • Some evidence from tobacco - 12/13 year olds who liked motor racing were more aware of its tobacco sponsors and were significantly more likely to commence smoking over time (Charlton et al 1998). • Young people aware of cricket tobacco sponsorship were more likely to experiment with smoking (Vaidya et al, 1996)
  • 13. What can we learn from alcohol sponsorship studies? • 14/15 year olds involved in sport more likely to drink and get drunk; sponsorship enhanced these effects (Davies, 2009). • Australian and New Zealand sports players sponsored by alcohol companies were considerably more likely to abuse alcohol (O'Brien et al, 2008 & 2011). • Australian children aware of alcohol sponsors and had favourable attitudes towards them (Jones et al 2009).
  • 14. What can we learn from internal industry documents ? • Carling: (Young men) think about 4 things, we brew 1 and sponsor 2 of them. • The aim of Carling's music sponsorship: Build the image of the brand and recruit young male drinkers. • Ultimately, the band are the heroes at the venue and Carling should use them to 'piggy back' and engage customers emotions
  • 15. What can we learn from social norms theory? • Perceptions of what is common and of what is socially acceptable • Scores of studies show that social norms have a much greater influence on behaviour than almost all other factors • But where do social norm perceptions themselves come from?
  • 16. The pervasive nature of marketing communicates normative messages
  • 17. The extent of branding and sponsorship in sport • Tournament • Stadium names • Pitch hoardings • Teams • Other supporters • Merchandise • Consumption on site
  • 18. Impact on social norms • Marketing, and sponsorship, normalise alcohol consumption • Evidence that one can be indirectly influenced by the drinking culture in sport even if one is not explicitly aware of sponsorship
  • 19. The evidence base • Studies on alcohol marketing in general • Tobacco sponsorship studies • Alcohol sponsorship studies • Industry documents • Social norms theory • We know about as much about alcohol sponsorship as we did about tobacco sponsorship when it was banned.