Rules of Engagement: Sport Sponsorship, Anti-Ambush Marketing Legislation, and Alcohol Images during the 2011 Rugby World Cup

Gee, Sarah; Thompson, Ashleigh‐Jane; Batty, Rachel J.

doi:10.1080/24704067.2018.1432991

Cited by 3 publications

(10 citation statements)

References 30 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…This is due to the normalized, cultural link between beer, men’s rugby, and New Zealandness (cf. Gee 2013 ; Gee et al 2018 ). Challenges to this triad – in the form of stricter regulations on alcohol sponsorship of men’s rugby – present a threat (however real or imaginary) to a range of gendered, sporting, and nationalistic norms, values, cultural customs and protocols, and institutions that otherwise define a way of life that has gone unquestioned for decades.…”

Section: Discussionmentioning

confidence: 99%

“…Fourth, sponsorship of rugby is unparalleled in New Zealand, largely due to widespread media coverage of national and international teams and collective national interest (Carter et al 2013 ). Lastly, rugby has a long history with alcohol sponsorship (Gee 2013 ; Gee et al 2018 ) and other unhealthy food and beverages (Carter et al 2013 ). Taken together, rugby is a strategic and symbolic sport for analysis.…”

Section: Methodsmentioning

confidence: 99%

“…These narratives perpetuate strong connections between sport and men, beer and men, and strengthen the normalized practice of marketing beer brands through men’s sport. Beer companies are longstanding supporters of men’s rugby, for example, Heineken’s current 25-year sponsorship of the Rugby World Cup and Steinlager’s current 30-year sponsorship of the New Zealand All Blacks (see Gee 2013 ; Gee et al 2018 ). The stitching together of beer sponsorship and men’s rugby in New Zealand is entrenched with socio-historical prominence and entangled in political-economic agendas with wide-reaching implications for cultural identity and hegemonic masculinity.…”

Section: Review Of Literaturementioning

confidence: 99%

“…Financial, contra, and in-kind support from the alcohol industry is essential for many New Zealand sports clubs (PS Services 2010 ). Moreover, the links between New Zealand’s national sport of rugby and alcohol brands are extensive, engrained, and entangled (Gee and Jackson 2010 , 2012 ; Gee et al 2016 ; Gee et al 2018 ), which presents some fundamental complexities when envisioning one without the other.…”

Section: Introduction and National Alcohol Sponsorship Policy Contextmentioning

confidence: 99%

See 3 more Smart Citations

Alcohol Sponsorship and New Zealand Regional Rugby Unions: Crisis Point or Business as Usual?

2020

Self Cite

View full text Add to dashboard Cite

Alcohol sponsorship of sport in New Zealand, especially rugby, has a long history, but in recent times government-resourced reviews together with public health agencies, activists, and academics have proposed a ban of alcohol sponsorship of sport to help reduce alcoholrelated harm. Responses to a proposed ban from a number of diverse sectors, including the alcohol industry and sport organizations, have ranged from ambiguous to resistant. Yet, the conditions for implementing a ban are poorly understood and there has been no change to state-regulated sponsorship policy to date. These widely publicized debates serve as a hotbed for discussions with provincial rugby union managers to consider the economic risks as well as the social connections between rugby clubs and cultural and civic life. In this paper, we address important new questions that query how the alcohol sponsorship debate plays out at a micro-level and the extent to which regional rugby unions may constitute a special case in terms of resistance to and the potential effects of regulation. The discussion expands the debate by drawing attention to the perceived positive effects of alcohol sponsorship as an enabler for addressing other social issues at a micro-level.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Review Of Literaturementioning

confidence: 99%

Section: Introduction and National Alcohol Sponsorship Policy Contextmentioning

confidence: 99%

See 2 more Smart Citations

Alcohol Sponsorship and New Zealand Regional Rugby Unions: Crisis Point or Business as Usual?

2020

Self Cite

View full text Add to dashboard Cite

show abstract

“…For example, Steinlager, a New Zealand beer brand, ambushed official beer sponsor Heineken during the 2011 Rugby World Cup. The brand’s primary campaign was released via television advertisements; however, they also created a bespoke digital advertising campaign leveraging their sponsorship of the New Zealand All Blacks, in case Heineken sought legal intervention (Gee et al. , 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Sponsor and ambush marketing during the 2018 Commonwealth Games on Twitter and Instagram

Scott

Burton

2021

IJSMS

View full text Add to dashboard Cite

Purpose This research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served as the dataset to uncover how official sponsors of the Canadian and Australian Commonwealth Games teams were ambushed.Design/methodology/approach Employing a content analysis of all official team sponsors and their competitors, the study’s findings offer an original and multi-national look into social media ambushing.Findings Results indicated that promoting Games’ links was the most common social media post type used by official event sponsors, followed by sharing results of their endorsed athletes and behind-the-scenes information.Research limitations/implications In an effort to provide connection to the event, posts by ambushers focused on promoting athletes endorsed by their brand. All ambushers were more likely to use Twitter to promote their endorsed athletes. Instagram, however, was not fully embraced in their ambush marketing.Originality/value Discussion and implications of the results provide sport marketers with information on how to leverage one’s link with a major sporting event.

show abstract

Newspaper framing of food and beverage corporations’ sponsorship of sport: a content analysis

et al. 2022

View full text Add to dashboard Cite

Background: Unhealthy diets are a leading contributor to obesity, disability and death worldwide. One factor cited as contributing to rises in obesity rates is the pervasive and ubiquitous marketing of unhealthy foods and beverages (F&Bs) across a variety of mediums, such as sport sponsorship at both professional and amateur levels. Despite increased academic attention on the detrimental impacts of sport sponsorship within the obesogenic environment, this has not been matched by legislative action. One explanation may be the way that F&B corporations' sport sponsorship is framed within policy debates. Framing is the deliberate ways in which (often contested) issues are presented in communication. This paper examines how sport sponsorship by F&B corporations is framed through media reports.Methods: This study employed a mixed methods content and framing analysis. First, we conducted a quantitative newsprint content analysis (n = 234). This then informed and directed a thematic framing analysis of a sub-set of articles (n = 54) that specifically associated sport sponsorship by F&B corporations with obesity and childhood obesity. Results:The findings suggest that two competing frames are evident within newspaper coverage: 1) public health and 2) industry. The public health frame rejects the sponsorship of sport by High in Fat Sugar and Salt (HFSS) product corporations in particular, calling for such sponsorship to be restricted or banned. The industry frame characterises sponsorship of sport as a form of corporate social responsibility, positioning industry as good moral actors and part of the solution to childhood and adult obesity. These frames are evident across other Unhealthy Commodity Industries (UCIs) policy debates. However, the prominence of industry actors within the sample is potentially indicative of their discursive power within this space, particularly with their emphasis on the financial maintenance of sport as well as encouraging physical activity, contributing to the lack of regulatory development of sport sponsorship by F&B corporations. Conclusions:The findings of this study are particularly useful for public health organisations who seek regulatory change, as it may provide further insight into countering industry framing practices, raising the salience of regulation of sport sponsorship and thus increasing the likelihood of regulatory development that seeks to improve population health.

show abstract

Rules of Engagement: Sport Sponsorship, Anti-Ambush Marketing Legislation, and Alcohol Images during the 2011 Rugby World Cup

Cited by 3 publications

References 30 publications

Alcohol Sponsorship and New Zealand Regional Rugby Unions: Crisis Point or Business as Usual?

Alcohol Sponsorship and New Zealand Regional Rugby Unions: Crisis Point or Business as Usual?

Sponsor and ambush marketing during the 2018 Commonwealth Games on Twitter and Instagram

Newspaper framing of food and beverage corporations’ sponsorship of sport: a content analysis

Contact Info

Product

Resources

About