Instabrand courtside: a content analysis of marketing strategies by food and beverage brands during the 2021 Australian Open tennis tournament.

Eisenhauer, B; Freeman, B; Grunseit, AC

Instabrand courtside: a content analysis of marketing strategies by food and beverage brands during the 2021 Australian Open tennis tournament.

Eisenhauer, B Freeman, B Grunseit, AC

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Publisher:: Wiley
Publication Type:: Journal Article
Citation:: Aust N Z J Public Health, 2022
Issue Date:: 2022-09-19

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Field	Value	Language
dc.contributor.author	Eisenhauer, B
dc.contributor.author	Freeman, B
dc.contributor.author	Grunseit, AC
dc.date.accessioned	2022-10-12T21:52:08Z
dc.date.available	2022-08-01
dc.date.available	2022-10-12T21:52:08Z
dc.date.issued	2022-09-19
dc.identifier.citation	Aust N Z J Public Health, 2022
dc.identifier.issn	1326-0200
dc.identifier.issn	1753-6405
dc.identifier.uri	http://hdl.handle.net/10453/162534
dc.description.abstract	OBJECTIVE: To examine the marketing techniques food and beverage brands use on Instagram, as part of their sport sponsorship strategy. METHODS: We conducted a qualitative content analysis of 31 Instagram accounts during the 2021 Australian Open tennis tournament. Branded food and beverage posts with tennis-linked content were coded based on an initial screening and previously published frameworks. RESULTS: Of the 152 included posts, 92% were made by food and beverage companies that were official 'partners' of the Australian Open. Products in posts were mostly discretionary foods and alcohol. The most frequently used strategies were 'Engagement' (89%) and 'Branding' (80%) and nearly half (45%) of alcohol posts invited direct consumption of their product. CONCLUSIONS: The powerful combination of sport and social media are utilised by brands to interact and build relationship with consumers while promoting the consumption of alcohol and discretionary foods - products which impede rather than promote health. The indirect marketing techniques favoured by brands make this form of advertising difficult to identify and control. IMPLICATIONS FOR PUBLIC HEALTH: These results highlight the need for counter-marketing, policy and regulatory actions to remove unhealthy food and alcohol from sport and reorient sponsorship of sporting events towards products that promote health.
dc.format	Print-Electronic
dc.language	eng
dc.publisher	Wiley
dc.relation.ispartof	Aust N Z J Public Health
dc.relation.isbasedon	10.1111/1753-6405.13308
dc.rights	info:eu-repo/semantics/openAccess
dc.subject	1117 Public Health and Health Services, 1402 Applied Economics, 1605 Policy and Administration
dc.subject.classification	Public Health
dc.title	Instabrand courtside: a content analysis of marketing strategies by food and beverage brands during the 2021 Australian Open tennis tournament.
dc.type	Journal Article
utslib.location.activity	Australia
utslib.for	1117 Public Health and Health Services
utslib.for	1402 Applied Economics
utslib.for	1605 Policy and Administration
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Health
pubs.organisational-group	/University of Technology Sydney/Faculty of Health/Public Health
utslib.copyright.status	open_access	*
dc.date.updated	2022-10-12T21:52:07Z
pubs.publication-status	Published online

Abstract:

OBJECTIVE: To examine the marketing techniques food and beverage brands use on Instagram, as part of their sport sponsorship strategy. METHODS: We conducted a qualitative content analysis of 31 Instagram accounts during the 2021 Australian Open tennis tournament. Branded food and beverage posts with tennis-linked content were coded based on an initial screening and previously published frameworks. RESULTS: Of the 152 included posts, 92% were made by food and beverage companies that were official 'partners' of the Australian Open. Products in posts were mostly discretionary foods and alcohol. The most frequently used strategies were 'Engagement' (89%) and 'Branding' (80%) and nearly half (45%) of alcohol posts invited direct consumption of their product. CONCLUSIONS: The powerful combination of sport and social media are utilised by brands to interact and build relationship with consumers while promoting the consumption of alcohol and discretionary foods - products which impede rather than promote health. The indirect marketing techniques favoured by brands make this form of advertising difficult to identify and control. IMPLICATIONS FOR PUBLIC HEALTH: These results highlight the need for counter-marketing, policy and regulatory actions to remove unhealthy food and alcohol from sport and reorient sponsorship of sporting events towards products that promote health.

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http://hdl.handle.net/10453/162534