Date of Award


Document Type



Edith Cowan University

Degree Name

Bachelor of Business (Honours)


Faculty of Business and Public Management.

First Supervisor

Dr Sue Colyer


This study examines people's perceptions of alcohol sponsorship in sport. Alcohol consumption and sport are closely linked as part of Australian culture and alcohol companies are major sponsors in Australian sport. This study explores any differences of opinion on alcohol sports sponsorship between sports orientated, somewhat sports orientated and non-sports orientated people. A continuum was used to determine where an individual fits between sports orientation and non-sports orientation. The study identified underlying influences that effect people's perception, such as personal participation in sport or having immediate family involved in sport. The study focused on Edith Cowan University students due to the traditional alcohol consumption patterns associated with students and sport. It involved a self-administered questionnaire that was distributed on the Joondalup campus. Demographic characteristics were gathered to gain a profile of the sample and the characteristics were tested against the overall opinion respondents had towards alcohol sports sponsorship. Respondents were asked to evaluate a series of scenario statements on a 7 point Likert-type scale to gain an overall attitude towards alcohol sports sponsorship. The key findings of this study show that respondents with higher sports orientation showed greater support for alcohol sports sponsorship. Respondents associated alcohol sports sponsorship with group socialisation, excessive consumption, friendship and underage drinking. Respondents showed concern for alcohol companies sponsoring motor sports, possibly with the connection it may have with drink driving. Males showed greater support for alcohol sports sponsorship as well as older respondents and people who spoke English as there main language at home. Respondents who consume alcohol whilst viewing and or after participation in sport and respondents with immediate family members involved in sport showed greater support for alcohol sports sponsorship. Overall respondents felt controls should be introduced to reduce the freedom alcohol sponsors currently have, including warning labels on the packaging of alcohol products. Respondents did not want alcohol sponsorship to be banned from sport in the same tobacco sponsorship has been banned, preferring public education on responsible drinking.