Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/36957
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Alcohol sports sponsorship in Uganda: A case study analysis
Author(s): Purves, Richard
Ogora Auma, Vento
Mitchell, Gemma
Tumwesigye, Nazarius
Contact Email: r.i.purves@stir.ac.uk
Keywords: alcohol
Uganda
sponsorship
marketing
policy
Issue Date: 23-Mar-2025
Date Deposited: 24-Mar-2025
Citation: Purves R, Ogora Auma V, Mitchell G & Tumwesigye N (2025) Alcohol sports sponsorship in Uganda: A case study analysis.
Abstract: Aims: This study aimed to explore the nature and extent of alcohol sports sponsorship in Uganda and the activities involved. Methods: Utilising an exploratory case study methodology to document examples of alcohol industry activity related to sports sponsorship in Uganda. This study employed desk-based reviews of publicly available examples of sponsorship activities from websites and social media sites as well as visits to sporting venues to observe alcohol sponsorship practices. Results: Sports sponsorship by alcohol companies was found to be a common practice in Uganda. Across the sample of data included in this study, we observed multiple sponsorship deals within a range of professional sports, including football, basketball and golf. Across these sponsorship arrangements, several activities explicitly promoted products or subtly blended them amongst other stimulating content. This included: a presence on social media channels; limited edition products; alcohol brand logos on match strips; advertising and promotion at various locations inside and outside the sporting venues; and alcohol industry representatives featuring in news reports. Conclusion: Alcohol sports sponsorship in Uganda is widespread and multi-faceted. The types of sponsorship activities observed in this study mirror those used around the world. The transnational companies involved use sports sponsorship to position themselves as central to Ugandan economy, culture, heritage and the sustainability of sports across the country. Understanding how sports sponsorship is used to promote alcohol brands across Uganda is important to inform future policy decisions regarding alcohol marketing.
DOI Link: 10.7895/ijadr.557
Rights: Articles are licenced with a Creative Commons License Deed -- you are free to share articles but must give appropriate attribution, may not use for commercial purposes or distribute modified works. See CC/BY-NC/ND/4.0/.
Notes: Correspondence: Richard Ian Purves, Institute for Social Marketing and Health, https://doi.org/10.7895/ijadr.557 IJADR, 2025, 13(1), xx-xx
Licence URL(s): http://creativecommons.org/licenses/by-nc-nd/4.0/

Files in This Item:
File Description SizeFormat 
Published version 24.03.25.pdfFulltext - Published Version328.75 kBAdobe PDFView/Open



This item is protected by original copyright



A file in this item is licensed under a Creative Commons License Creative Commons

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved https://creativecommons.org/publicdomain/zero/1.0/

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.