Alcohol sports sponsorship in Uganda: A case study analysis

Citation

Purves R, Ogora Auma V, Mitchell G & Tumwesigye N (2025) Alcohol sports sponsorship in Uganda: A case study analysis.

Abstract
Aims: This study aimed to explore the nature and extent of alcohol sports sponsorship in Uganda and the activities involved. Methods: Utilising an exploratory case study methodology to document examples of alcohol industry activity related to sports sponsorship in Uganda. This study employed desk-based reviews of publicly available examples of sponsorship activities from websites and social media sites as well as visits to sporting venues to observe alcohol sponsorship practices. Results: Sports sponsorship by alcohol companies was found to be a common practice in Uganda. Across the sample of data included in this study, we observed multiple sponsorship deals within a range of professional sports, including football, basketball and golf. Across these sponsorship arrangements, several activities explicitly promoted products or subtly blended them amongst other stimulating content. This included: a presence on social media channels; limited edition products; alcohol brand logos on match strips; advertising and promotion at various locations inside and outside the sporting venues; and alcohol industry representatives featuring in news reports. Conclusion: Alcohol sports sponsorship in Uganda is widespread and multi-faceted. The types of sponsorship activities observed in this study mirror those used around the world. The transnational companies involved use sports sponsorship to position themselves as central to Ugandan economy, culture, heritage and the sustainability of sports across the country. Understanding how sports sponsorship is used to promote alcohol brands across Uganda is important to inform future policy decisions regarding alcohol marketing.

Keywords
alcohol; Uganda; sponsorship; marketing; policy

Notes
Correspondence: Richard Ian Purves, Institute for Social Marketing and Health, https://doi.org/10.7895/ijadr.557 IJADR, 2025, 13(1), xx-xx

Journal
International Journal of Alcohol and Drug Research: Volume 13, Issue 1

• Alcohol sports sponsorship in Uganda: A case study analysis