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Alcohol sponsorship in sport: An investigation into the effect alcohol sponsorship has on young Irish adults.

Foran, Darragh (2015) Alcohol sponsorship in sport: An investigation into the effect alcohol sponsorship has on young Irish adults. Masters thesis, Dublin, National College of Ireland.

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Abstract

This dissertation investigates the impact that alcohol sponsorship in sport has on young adults. Alcohol sponsorship of sport is a pivotal element for a wide range of alcohol marketing activity in Ireland.

A vast array of marketing activities are used to highlight the link between alcohol, sports and popular athletes with the goal being that it drives consumption of alcohol. There has been a large number of organisations, particularly sporting bodies and alcohol companies opposed to a sponsorship ban being implemented. However, there are also a large number of group who are passionate advocates of a ban taking place.

Five in-depth interviews were carried out with young adults who are actively involved in sport by participating in it and by being spectators. One interview was carried out with the Commercial & Marketing Manager of Dublin GAA in order to gain a different perspective regarding a potential alcohol sponsorship ban.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Licensed Trade
G Geography. Anthropology. Recreation > GV Recreation Leisure > Sports > Sports Sponsorship
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 10 Oct 2015 13:22
Last Modified: 10 Oct 2015 13:22
URI: http://trap.ncirl.ie/id/eprint/2031

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