Abstract：
BACKGROUND: Alcohol sponsorship of sport is associated with increased alcohol consumption. Little research to date has examined the sponsorship of sport by no- and low-alcohol (NoLo) beverage brands, despite concern that the marketing of these products might be harmful to young people. This study had dual aims: to identify sporting partnerships between NoLo beers and Australian sport, and examine marketing tactics used in social media advertising to promote these partnerships.
METHODS: Our sample included NoLo beers sold online from three large Australian alcohol retailers. First, we performed a qualitative content analysis of partnerships between NoLo beers and sport using publicly available online information. We then analysed the 118 social media posts of NoLo brands linked to these partnerships using a coding framework adapted from the alcohol literature.
RESULTS: Of 34 brands, 13 had sporting sponsorship partnerships across a range of spectator and participatory sports. Key marketing tactics identified on social media were activations, time-and event-specific drinking, influencer marketing, competitions, and corporate social responsibility. In particular, NoLo brands aim to disrupt the sports drink market by advertising their products as healthy recovery drinks, or \'sports beers\', through activation events. Brands are also using influencer marketing and competitions, two tactics shown to be particularly persuasive for young people.
CONCLUSIONS: NoLo beer brands strategically align with Australian sports to promote NoLo consumption. As they are classified as soft drinks in Australia, NoLo beverages are not regulated like alcohol. Future discussions around sports sponsorship and advertising regulation must consider NoLo products.
METHODS: Our sample included NoLo beers sold online from three large Australian alcohol retailers. First, we performed a qualitative content analysis of partnerships between NoLo beers and sport using publicly available online information. We then analysed the 118 social media posts of NoLo brands linked to these partnerships using a coding framework adapted from the alcohol literature.
RESULTS: Of 34 brands, 13 had sporting sponsorship partnerships across a range of spectator and participatory sports. Key marketing tactics identified on social media were activations, time-and event-specific drinking, influencer marketing, competitions, and corporate social responsibility. In particular, NoLo brands aim to disrupt the sports drink market by advertising their products as healthy recovery drinks, or \'sports beers\', through activation events. Brands are also using influencer marketing and competitions, two tactics shown to be particularly persuasive for young people.
CONCLUSIONS: NoLo beer brands strategically align with Australian sports to promote NoLo consumption. As they are classified as soft drinks in Australia, NoLo beverages are not regulated like alcohol. Future discussions around sports sponsorship and advertising regulation must consider NoLo products.
摘要：
背景：对体育运动的酒精赞助与饮酒增加有关。迄今为止，很少有研究检查了无酒精和低酒精（NoLo）饮料品牌对运动的赞助，尽管担心这些产品的营销可能对年轻人有害。这项研究有双重目的：确定NoLo啤酒和澳大利亚体育之间的体育伙伴关系，并研究社交媒体广告中使用的营销策略，以促进这些合作伙伴关系。
方法：我们的样本包括从三家澳大利亚大型酒精零售商在线销售的NoLo啤酒。首先,我们使用公开的在线信息对NoLo啤酒和运动之间的伙伴关系进行了定性内容分析.然后，我们使用改编自酒精文献的编码框架分析了与这些合作伙伴关系相关的NoLo品牌的118个社交媒体帖子。
结果：在34个品牌中，13在一系列观众和参与性运动中建立了体育赞助合作伙伴关系。社交媒体上确定的关键营销策略是激活，特定时间和事件的饮酒，影响者营销，比赛,和企业社会责任。特别是,NoLo品牌旨在通过将其产品宣传为健康恢复饮料来破坏运动饮料市场，或“运动啤酒”，通过激活事件。品牌也在使用影响者营销和竞争，两种策略对年轻人特别有说服力。
结论：NoLo啤酒品牌战略性地与澳大利亚体育保持一致，以促进NoLo消费。因为它们在澳大利亚被归类为软饮料，NoLo饮料不像酒精那样受到监管。未来围绕体育赞助和广告监管的讨论必须考虑NoLo产品。
方法：我们的样本包括从三家澳大利亚大型酒精零售商在线销售的NoLo啤酒。首先,我们使用公开的在线信息对NoLo啤酒和运动之间的伙伴关系进行了定性内容分析.然后，我们使用改编自酒精文献的编码框架分析了与这些合作伙伴关系相关的NoLo品牌的118个社交媒体帖子。
结果：在34个品牌中，13在一系列观众和参与性运动中建立了体育赞助合作伙伴关系。社交媒体上确定的关键营销策略是激活，特定时间和事件的饮酒，影响者营销，比赛,和企业社会责任。特别是,NoLo品牌旨在通过将其产品宣传为健康恢复饮料来破坏运动饮料市场，或“运动啤酒”，通过激活事件。品牌也在使用影响者营销和竞争，两种策略对年轻人特别有说服力。
结论：NoLo啤酒品牌战略性地与澳大利亚体育保持一致，以促进NoLo消费。因为它们在澳大利亚被归类为软饮料，NoLo饮料不像酒精那样受到监管。未来围绕体育赞助和广告监管的讨论必须考虑NoLo产品。
