The Culture of Alcohol Promotion and Consumption at Major Sports Events in New Zealand
The culture of alcohol promotion and consumption at major sports events in New Zealand Research report commissioned by the Health Promotion Agency Authors: Dr Sarah Gee Professor Steve J. Jackson Dr Michael Sam August 2013 ISBN: 978-1-927224-58-8 (online) Citation: Gee, S., Jackson, S. J. & Sam, M. (2013). The culture of alcohol promotion and consumption at major sports events in New Zealand: Research report commissioned by the Health Promotion Agency. Wellington: Health Promotion Agency. This document is available at: www.hpa.org.nz Any queries regarding this report should be directed to HPA at the following address: Health Promotion Agency Level 4, ASB House 101 The Terrace Wellington 6011 PO Box 2142 Wellington 6140 New Zealand August 2013 COMMISSIONING CONTACTS COMMENTS: The Health Promotion Agency (HPA) commission was managed by Mark Lyne, Principal Advisor Drinking Environments. In order to support effective event planning and management, HPA sought to commission research to explore the relationship between sport, alcohol and the sponsorship of alcohol at large events. Dr Sarah Gee of Massey University, a specialist in the associations between alcohol and sport, was commissioned in 2011 to undertake the research. The report presents findings from four case studies, each of a large alcohol-sponsored sporting event in New Zealand. Data was collected via ethnographic observation, in situ surveys and broadcast content analysis. The analysis provides a critical reflection of the role of alcohol-sponsorship in the culture of large sporting events in New Zealand. Those with interest in an increasingly complex nexus between sport, alcohol and culture, as well as those interested in the use of mixed method approaches for social inquiry, will find the report highly valuable.
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