Dichotomy of Social and Commercial Interest in Sport Sponsorship of Alcohol Brands: Perception of Healthy Lifestyle Proponents

This study is aimed at studying sports sponsorship of alcoholic brands in the perception of healthy lifestyle proponents. The main objective of the research was to study the perception of this audience to alcohol brands involved in sports sponsorship with the aim of forming practical recommendations for future communication strategies for alcohol brands that care about their brand image. This study was based on a mixed methodology. The qualitative part of the study included an expert interview method with experts working with alcohol brands that sponsor sports events. After studying the theoretical basis and conducting a qualitative part of research, hypotheses were formulated for this work. The quantitative part of the research conducted an online survey among people leading a healthy lifestyle, in order to study their attitude to sports sponsorship by alcoholic brands and to test hypotheses. The analysis of the empirical database was carried out using the SPSS Statistics software. As a result of the study, practical recommendations were formulated for further communication strategies of alcohol brands.