The culture of alcohol promotion and consumption at major sports events in New Zealand

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.