title: Alcohol sponsorship of a summer of sport: a frequency analysis of alcohol marketing during major sports events on New Zealand television.
abstract: OBJECTIVE
  This research aims to assess the nature and extent of alcohol marketing through sport sponsorship over a summer of televised sport in New Zealand.
  
  
  METHODS
  Frequency analysis of New Zealand television broadcasts of five international sporting events during the summer of 2014-2015. Broadcasts were analysed to identify the percentage of time when alcohol brands were visible during game-play. The number of independent alcohol brand exposures was recorded.
  
  
  RESULTS
  Alcohol brands were observed during every televised event. Audiences were exposed to between 1.6 and 3.8 alcohol brand exposures per minute. Alcohol brands were visible between 42 and 777 times across the games examined. For three out of the five events alcohol brands were visible for almost half of the game.
  
  
  CONCLUSIONS
  Alcohol sponsorship was prevalent in international sport on New Zealand television. Given the popularity of broadcast sport, especially with children, there is an urgent need for regulation of alcohol sponsorship of sport. There are viable models of alcohol sponsorship replacement but their implementation requires the will of both sporting organisations and politicians. This research adds weight to arguments to implement recommendations to remove all alcohol sponsorship of sport.
authors.affiliation: Social and Behavioral Sciences, Harvard T.H.Chan School of Public Health, US.
authors.forename: Tim
authors.initials: T
authors.lastname: Chambers
authors.affiliation: Department of Public Health, University of Otago, Wellington.
authors.forename: Louise
authors.initials: L
authors.lastname: Signal
authors.affiliation: Department of Public Health, University of Otago, Wellington.
authors.forename: Mary-Ann
authors.initials: MA
authors.lastname: Carter
authors.affiliation: School of Medicine, University of Otago, Dunedin.
authors.forename: Samuel
authors.initials: S
authors.lastname: McConville
authors.affiliation: School of Medicine, University of Otago, Dunedin.
authors.forename: Rebecca
authors.initials: R
authors.lastname: Wong
authors.affiliation: School of Medicine, University of Otago, Dunedin.
authors.forename: Wendy
authors.initials: W
authors.lastname: Zhu
mesh_terms: D000329:Advertising / Q000331:legislation & jurisprudence / Q000706:statistics & numerical data*; D000434:Alcoholic Beverages / Q000191:economics*; D006801:Humans; D009520:New Zealand; D011640:Public Policy / Q000331:legislation & jurisprudence; D013177:Sports; D013690:Television