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Sports, Beer, and Promotional Culture
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Palmer, C
ORCID: 0000-0001-8345-7556 2019
, 'Sports, Beer, and Promotional Culture', in J Maguire (ed.), The Business and Culture of Sports
, Macmillan Reference, USA, pp. 273-283.

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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 |
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Authors/Creators: | Palmer, C |
Keywords: | sport, beer, promotional culture |
Publisher: | Macmillan Reference |
Copyright Information: | Copyright unknown |
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