On 8 September 2009 the British Medical Association (BMA), a professional body representing UK doctors, called for a ban on the marketing of alcohol in the UK¹. Although marketing was only one aspect of the BMA plan to curb alcohol-related health issues, the media focus was on the relationship between sport and alcohol and its impact on young people.

In recent years France has legislated to ban alcohol sponsorship in sport, while Cricket Australia has been under increasing media pressure over the Fosters Group sponsorship of the national team.

Estimates suggests that a ban on alcohol sponsorship could have a drastic impact on the sports and marketing industries with a £180 million shortfall for the UK advertising industry² and AU$300m less for sport in Australia.

In this edition, Fiona Davies investigates the potential impact of alcohol sponsorship on youth involved in sport. Her paper highlights the importance of cultural discourses that permeate sporting involvement in the UK. She finds that a ban on alcohol sports sponsorship would have little effect on youth alcohol consumption, unless it was part of a much larger campaign designed to break the longstanding links between sport and alcohol in the masculine culture of the United Kingdom and there is no indication at present that the government is considering such radical action.

Davies suggests that marketing practitioners should still seek to promote their brands through sport but in doing so provide a platform for non- or low-alcoholic beverages and messages of responsible drinking.

Alcohol aside, competitive balance in sport produces a quality that is highly valued by fans and consequently by corporate partners. Levin and McDonald’s study shows that the most constant variables for attendance are fan income and the likelihood that any team might win. The paper recommends marketing tactics to address issues of competition, and suggests that league administrators have a responsibility to improve balance.

Koo et al investigate perceived service quality aspects of fan and spectator satisfaction. By managing the customer experience within the sports arena, marketers can increase attendance and generate greater satisfaction. However, the number of attributes that impact on perceived service quality is significant, and the paper seeks to understand which factors marketers should focus upon.

The final two articles take a critical look at motorsport in the context of sustainability and environmental good practice. Tranter and Lowes investigate place marketing and the importance of public spaces to the marketing of motorsports events in particular. The authors take a critical view of the positioning of motorsport in Australia, given its conspicuous consumption, and suggest that concerns over environmental and other issues warrant consideration. Dingle presents a review of motorsport in the context of literature on environmental sustainability. Although at first glance motorsport and sustainability may not be well matched, Dingle highlights examples of reported developments towards best practice.

Professor Michel Desbordes, Editor

Email: michel.desbordes1@wanadoo.fr

1. Triggle, N. (2009) Doctors want booze marketing plan, BBC News, accessed 11 September.

2. Sweeney, M. (2009) Alcohol advertising ban would devastate media industries, The Guardian, accessed 11 September.

Related links

Executive Summary: An investigation into the effects of sporting involvement and alcohol sponsorship on underage drinking

News: Alcohol sponsorship ban would have ‘little effect’ on underage drinking

Comment: Alcohol sponsorship should not be banned, in fact it can be a force for good.