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Spectators can attribute the positive qualities of the sport they’re watching to the supplements and sports drinks being promoted. vijay chennupati/Flickr

Sport sponsorship lends halo to supplements and sports drinks

Sporting bodies shouldn’t unconditionally accept sponsorship from nutritional supplements and sports drinks companies because a link with sports lends undue credibility to these unproven products. In an…
Ian Thorpe in 2012. In 2014, do sponsors still only back certain sporting stereotypes that support social norms? AAP/ Ben Macmahon

Sexuality and swimmers: why Thorpe’s story made a splash

Ian Thorpe is unpopular with some critics, despite a largely positive reaction when he came out last weekend. The issue is money. Stories are circulating that he was warned prior to the 2000 Olympic Games…
Coca Cola is a major sponsor of the World Cup, but non-sponsors are capitalising on the tournament too. George/Flickr

Brands are big winners in the ‘first social media World Cup’

The 2014 World Cup has already seen a significant volume of Twitter conversation across a number of (English language) keywords, including #joinin, #worldcup, #Brazil2014 and #worldcup2014, as well as…
Don’t make a fuss: the Ukrainian women’s ski relay team celebrate their win at Sochi. Dmitry Lovetsky/AP

IOC rules at Sochi go too far with ban on black armbands

During the Sochi Games, much has been written about “ambush marketing”, and its applications at, and around, the Olympics. At Sochi2014, there have already been many examples of non-sponsors exploiting…
Bavaria beer gets some unofficial airtime. Martin Rickett/PA

Models, Messi and wacky races: the art of ambush marketing

On the face of it, there doesn’t seem to be much to link Lionel Messi’s choice of drink with a Black Sea beach resort, a former holiday destination of Russian communist leaders. And yet over the next six…
The role played in ‘normalising’ gambling in sport and society by the likes of online bookmaker Tom Waterhouse was examined by the ABC’s Four Corners program. AAP/Paul Miller

Born to bet? Four Corners on the Tom Waterhouse media effect

Last night, ABC’s Four Corners investigated Tom Waterhouse’s heavily marketed entrance to the online Australian sports wagering industry. Along the way it showed the ways in which the gambling industry…
Alcohol, tobacco, and fast-food industry sponsorship of sport sends the wrong message to the population. Dean Lewins/AAP

‘As a matter of fact, I’ve got it now’: alcohol advertising and sport

Sport is generally a healthy activity that transmits important societal values, such as fairness, perseverance, and teamwork. Unfortunately, it’s also the primary vehicle for marketing alcohol to the general…

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