Advertisements

, 6

American television

, 22

beer

, 11–14

narratives

, 13

sport-related alcohol

, 10

sport-seated beer

, 12

After-party

, 91–92

Ageing

, 84–88

Alcohol consumption

, 51–52, 86–88

abstinence

, 103–104

brands advertising

, 1, 2, 13, 102

Brazilian sports stadiums

, 2

consumption

, 5, 33, 49

FIFA World Cup

, 2014, 2, 105–106

hangover

, 106–107

industry

, 48

Japan

, 70

logos

, 1

New Zealand

, 165

promotions

, 65

research

, 149–151

sale and supply

, 4

social identity

, 84

sponsorship

, 3

strictly regulated context

, 116–118

Super Bowl

, 13

American beer industry

, 10

Anheuser-Busch InBev (ABI)

, 2, 12, 13, 17

Attitude toward Sponsorship (ATS)

, 56

Australian Masters Games (AMG)

, 84, 88

drinking

, 89–92

Australian Open

, 1

Battle of Pacaembu

, 100–101

Behavioural bind

, 168

Bonding without intimacy

, 12

Brazil

, 2

alcohol per capita

, 103

2014 FIFA World Cup

, 107

football

, 103

heavy episodic drinking (HED)

, 103

Brazilian Attorney General

, 107

Bud Light

, 13

Budweiser Bill

, 2

Carp Releasing Exorcism

, 73

‘City Girl’

, 35

Combat sports

, 120

Conative loyalty

, 50, 53, 61, 62

Confederation for South America (CONMEBOL)

, 107

‘The Dance’

, 37–39

Data collections

conflict

, 152–153

guilty knowledge

, 152

initiation ceremonies

, 153–156

qualitative methods

, 151

responsibilities

, 156

wisdom

, 158

Decision-makers awareness

, 101

Drinking capital

, 76

Elder Southern Man (ESM)

, 35

Emasculation

, 21

Ethics

, 168–170

alcohol sponsors

, 54

definition

, 150

inebriation

, 164

narrative ethics

, 10, 13

philosophy

, 149

research

, 152, 157

Evin law

alcoholism

, 116

alcohol publicity/promotion limit

, 124

Bachelot law

, 117

ban of alcohol sales

, 117

French legislation

, 116

Internet

, 118

sport organizations

, 126, 127

wine tourism

, 125

Favourability

, 52, 55, 60

FIFA safety Guidelines

, 104

FIFA World Cup

, 105–106

‘Football Trick’

, 22

‘Game Day’

, 21

Gender

, 5

masculine

, 10

politics

, 24

and sponsorship

, 53–54

team identification (TID)

, 58–60

Globalization

, 42

Government-sport-alcohol nexus

Swedish alcohol policy

, 134–135

Swedish government sport policy

, 135–136

Swedish sport movement

, 136–137

Government sport policy

, 133, 135–136

Handlebar Mustache

, 17

Healthy sportsmen

hierarchical classification

, 120

psychoactive substance use

, 120–121

regular dancing and gymnastic group

, 121

security consensus

, 122

sporting cultures

, 119–120

third half-time players

, 122

Heavy episodic drinking (HED)

, 103

Hegemonic drinking

, 71

Hegemonic masculinity

, 71

Heterosocial drinking spaces

, 75–77

Himbos

, 18–22

‘Hockey Legends’commercial

, 16

Holy trinity

, 32–34

Homosocial cultural learning

, 79

Intensive martial arts group

, 120

Intensive strength

, 120

Intensive team sports

, 120

Intercollegiate sport

, 50

Japan

drinking culture

, 70

Kirin Company

, 37

masculinity

, 73

Legislation

abstinence

, 103–104

alcohol sale

, 124

FIFA World Cup

, 105–106

French

, 116

liquor licence

, 172

multiple streams framework

, 101–102

violence

, 102–103

‘Liteguard Training Academy’

, 21–22

Low participation group

, 120

Manhood formula

, 12

Manual on masculinity

, 12, 33

Masculinity

, 10, 11–12, 31–34

construction

, 20

contemporary crisis

, 31

definitions

, 23

fragility

, 22

hegemonic

, 71, 87, 121

mythical

, 18

rugby players

, 122

and sport

, 13–14

traditional masculinity

, 119

Masters Games

, 86, 87

Mechanical Turk (MTurk)

, 54

Media

, 4

beer and liquor ads

, 25

Brazilian

, 109

commentary

, 92

coverage and sponsorship

, 3

French

, 123

policy debates

, 92

research agendas

, 92

Megaevents

, 105, 165

#MeToo movement

, 30

Michelob Ultra

, 18

Misandry

, 10, 14, 23

Moral judgements

, 149, 168

Multiple streams framework

, 101–102

National Collegiate Athletic Association (NCAA)

, 48

National Football League (NFL)

, 4

National Public Radio

, 3

New Zealand Breweries Limited (NZB)

, 34

Non-ABI commercials

, 17

Non-competitive individual sports group

, 120

Older athletes

, 84, 86, 94

Pimp Your Ride

, 19, 20

Politics stream

, 101

Positional paradox

, 167

Promotional culture

, 32

Ready-to-drink (RTD)

, 73

‘Real men’

, 14–18

Regular dancing and gymnastic group

, 120

Sake

, 72

Shinto ceremony

, 75

Situational standpoint

, 166

Speight’s ‘Southern Man’

, 35

Sponsorship

, 3, 4, 52–53

alcohol

, 3, 4

contract

, 1

corporate

, 50

gender

, 53–54

investment

, 1

National Collegiate Athletic Association (NCAA)

, 48

Sporting events

alcohol companies marketing activities

, 125

human achievement

, 123

misconducts

, 124

self-control

, 123

Sports

, 11–12, 14–22, 31–34

and ageing

, 84–88

alcohol sponsorship

, 3, 5

beer advertising

, 13–14

clubs and organizations

, 5, 74

holy trinity

, 5

Japanese

, 70

normalizing alcohol

, 1

older athletes

, 84

sponsorship investment

, 1

Statute for Supporters’ Defense, Article 13-A

, 106

Swedish alcohol–sport paradox

alcohol policy

, 132–133

commercialization

, 138

drinking problem

, 137–139

government-sport-gambling nexus

, 137

professionalization

, 138

safeguarding

, 139

sport policy

, 133–134

Systematic indicators

, 101

Tactical drinking

, 77–80

Team identification (TID)

, 61

definition

, 52

prevalence

, 53

‘Tie Breaking’

, 21

Union Européenne de Football Association (UEFA)

, 102

University club drinking

, 74–75

University Favourability (FAV)

, 56

University kendo

, 70, 72, 75, 78

Vancouver Winter Olympic Games

, 4

Vestigial hypermasculinity

, 12, 17

Violence

, 100, 101–102, 102–103

acts

, 106

causes of

, 101

manifestation

, 103

Project

, 11

Welfare state project

, 134

Women

, 2, 118–123

alcohol sponsorship

, 3

football World Cup

, 3

hockey

, 3

Japanese society

, 81

peripheral participation

, 70

soccer

, 3

World Health Organization (WHO)

, 103

World Men’s Handball Championship

, 125

Younger Southern Man (YSM)

, 35