The NZ Health Promotion Agency released a pretty interesting study earlier this month. They surveyed attendees at a variety of sporting events about their attitudes towards alcohol and the link between alcohol and those specific events; they were interested in whether alcohol sponsorship and promotion affected things.
Here are some of their findings. Now they didn’t quite put it this way, but it’s all there in the data. I’m giving you the bullet points. But you can go back to source and check it for yourself. All of this is well within the realms of the obvious (to readers here familiar with the Sevens), but perhaps needs spelling out explicitly.
- Attendees at the Rugby Sevens really love drinking at the Sevens.
- 82% agree or strongly agree that drinking alcohol makes the event more entertaining. 3% disagreed or strongly disagreed.
- 93% agreed or strongly agreed that they attend the Sevens because of the atmosphere.
- Alcohol is an important part of the atmosphere of the Sevens. 77% agreed or strongly agreed that “drinking alcohol at this event is ‘just what you do.'”
- 90% agreed or strongly agreed that the atmosphere at the Sevens makes them feel more like having an alcoholic beverage. 61% agreed or strongly agreed that the atmosphere made them feel like drinking more than they normally drink despite that 62% agreed or strongly agreed that they had heard messages at the event encouraging moderation in drinking.
- 72% agreed or strongly agreed that they were aware of alcohol promotions at the event; 50% agreed or strongly agreed that sponsor signage and promotion contribute to the atmosphere of the event (23% disagreed or disagreed strongly).
- Bottom line: drinking and alcohol sponsorship are an important part of the atmosphere at the Sevens, and people go there specifically for that. Banning drinking at the Sevens or banning alcoholic sponsorship at the Sevens would make these attendees worse off.
- Despite all that pro-drinking stuff for the Sevens, alcoholic sponsor messaging was less prominent there than at the other surveyed events, at least as measured by the TV broadcasts. The electronic revolving billboard around the pitch had Speights up 64 times per hour for a total of 5.43 minutes per hour on the TV broadcasts – not all that often. Of 20 hours of broadcast coverage, they found 5% of the content included shots of the crowd drinking (0.4% of the RWC, 9% at the Heineken Open, 29% at the International T20, 23% at ODI); alcoholic billboards were in-frame for 9% of the broadcast (30% of RWC, 53% of Heineken Open, 26% of T20, 24% of ODI). And alcoholic commercials were also less prominent. I don’t see data on the visibility of signs at the events for the fans, but it would be surprising were they more prominent at the place where they’re so less likely to show up on-camera.