He states, what is a growing opinion, that sport should ban alcohol sponsors. He even illustrated the point by the following description (taken from here)
To illustrate his point he said if a young Everton fan went to a Carling Cup
match against Liverpool he would see the Carlsberg motif on the opposing team's
strip and 'on the chest of his heroes' he would see the logo of the Thai beer,
Chang. 'He sees the scorer of Everton's winning goal presented with the man
of the match award – a bottle of champagne. The effects on the young are stark,'
he added.
Now while I am not weighing into the debate on alcohol sponsorship I do have a problem with his faith in sponsorship! I am sure that you will agree that if you (or I) wrote this in our work we would mark poorly. Surely sponosrship is more complex than that (or at least kids are)!
Maybe I should send Steve an application pack to the course:)
2 comments:
well naive or not F1 tobacco sponsorship and ads were banned though a naive belief in the power of sponsorship and one can see alcohol (and fat/obesity promoting foods) going the same way if government regulators want to interfere.It may mark badly inthe developed theory of sponsorhsip effectiveness but I doubt if that will be a major concern to the regulators - maybe the sport marketing course should take into account the potential effect of regulation on sponsorship opportunity - alcochol advertisg is under scrutiny and this must have an impact eventually on attitudes to sport sponsorship. i think children are under far stronger influences (pun intended) in social and cultural factors, including easy availability of drink to under age drinkers through relaxation of licensing law enforcement than they would care about Liverpool or everton's shirts.
good point on the course addition. I will cover it in a critical approaches to sponosrship lesson in Autumn. have been reading some interesting stuff by Fairclough (dicourse analysis) on 'consumerism' could also prsent an interesitng finish to the sport marketing study.
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