The first seminar in the 2026 Alcohol Occasionals series “Branding the Game: Alcohol Sponsorship, Sport, and the Normalisation of Drinking Among Young People” was delivered by Dr Richard Purves (University of Stirling) on Monday 18th May.
Drawing on an extensive programme of research, Dr Purves explored how alcohol companies strategically embed their brands within sport to normalise and glamorise drinking – particularly among younger audiences.
Combining insights from his previous work on alcohol sports sponsorship with new and emerging research, the seminar revealed how marketing practices – ranging from high-profile sponsorship deals to the subtle use of alibi branding and zero alcohol products – can shape perceptions and blur the boundaries between sport and alcohol.