Beyond the game: alcohol brand experiences in sport and the potential for harm

This research explores the problematic nature of alcohol brand experiences in sport. A content analysis resulted in a typology of tactics categorised as co-created or brand-led, and as aligned with, or embedded in, the sport event. Interviews with 36 sport consumers reveal how these experiences offer greater value than traditional sponsorship activities and can facilitate identity goals. However, the findings also highlight new avenues for potential harm arising from the tactics used by alcohol sponsors which blur the boundaries between alcohol promotion and the sport experience. This research contributes to our understanding of an evolving sponsorship landscape and has implications for sport managers and policymakers. Tetradic stakeholder dialogue is proposed to inform regulatory efforts to address the potential for harm.