Introduction: contextualizing the sport and alcohol relationship for social inquiry -- Real men, himbos and bros : continuity and change in the portrayal of masculinities in sport-dirtied beer advertising -- Contemporary trends in sport, beer advertising and masculinity : New Zealand's Speight's 'Southern man' 2.0 -- Examining the impact of a new beer sponsor on attitudes and behavioural intentions toward American college football teams -- Tactical drinking in a female university Kendo club -- Sport, alcohol and older athletes -- Brazil's legislation of alcohol consumption by sports fans and the 2014 FIFA World Cup -- Alcohol and sport in France : an unsettled field -- The Swedish alcohol-sport paradox : sport's drinking problem and the politics of forwarding -- Researching drinking cultures in sport : making difficult ethical decisions -- 'Fun sponge!' and other conjectures : conducting field research in sport and alcohol
Summary
This volume is a collection of works from both expert and emerging scholars with an empirical focus on case studies and 'real-world' examples in the sociological study of sport and alcohol that would appeal to a global audience. Implications drawn from the chapters in the book will offer new insights and critiques on the sport-alcohol nexus
