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Abstract

Palmer assesses the relationship between sports and alcohol, particularly beer, in promotional culture. She highlights the hegemonic masculinity associated with beer drinking and sports and then addresses the power of beer as a cultural product in relation to the FIFA World Cup mega event. To conclude, Palmer discusses possible paths for future studies of the role of beer and its marketing in sports.

Item Type:	Book Section
Authors/Creators:	Palmer, C
Keywords:	sport, beer, promotional culture
Publisher:	Macmillan Reference
Copyright Information:	Copyright unknown
Related URLs:	Google Scholar: Palmer, C UTAS Profile: Palmer, C
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