International Journal of Drug Policy
Volume 148, February 2026 ; , , ,
- a. Institute for Social Marketing and Health, University of Stirling, Stirling FK9 4LA, United Kingdom
- b. University of Nottingham, University Park, Nottingham NG7 2RD, United Kingdom
Highlights
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Young people (aged 11–17) demonstrate strong recognition of alcohol brands through sports sponsorship exposure.
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Alibi marketing enables alcohol brands to remain visible despite regulatory restrictions.
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NoLo product sponsorship is often perceived as advertising for full-strength alcohol due to branding similarity.
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Participants expressed concern that these tactics exploit legal loopholes and may mislead youth audiences.
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Findings support the need for stricter regulation of indirect alcohol marketing, particularly in sport.
Abstract
Alcohol companies frequently use sports sponsorship to maintain high visibility, even in jurisdictions with advertising restrictions. Strategies such as alibi marketing – using brand-associated slogans, colours, or fonts in place of explicit brand names, and NoLo marketing – promoting zero-alcohol variants of core brands, enable continued brand exposure. This study investigates young people’s awareness of alcohol sponsorship and their perceptions of alibi and NoLo marketing in sports contexts.
In December 2024, ten online focus groups (N = 44) were conducted with participants aged 11–17, stratified by age (11–13, 14–15, 16–17) and sex (male/female). Participants showed strong awareness of alcohol brands, with many recognising alibi sponsorships and associating them with full-strength alcohol products. Alibi strategies were perceived as deliberate efforts to circumvent regulations. NoLo sponsorships were rarely identified as marketing for non-alcoholic beverages; instead, branding similarities to alcohol products led participants to view them as covert advertising. Many recommended clearer differentiation to avoid misleading messaging.
Findings highlight the pervasive impact of alcohol marketing on young people, even in partially restricted environments. Alibi and NoLo tactics sustain alcohol brand presence in sport, potentially normalising alcohol use and undermining policy efforts to reduce alcohol-related harm. These insights underscore the need for more comprehensive regulatory frameworks that address indirect marketing strategies and prioritise youth protection in sport sponsorship.