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Sporting involvement and alcohol sponsorshipTABLE 9 Summary of hierarchical multiple regressions for predicting girls’ likelihood of getting drunk this weekendPREDICTION FROMATTITUDES ANDSUBJECTIVE NORMSPREDICTION WITH ADDITION OFSPORTING INVOLVEMENTPREDICTION WITH FURTHERADDITION OF SPONSORAWARENESSPREDICTION WITH ADDITIONOF SPONSOR RECOGNITIONINSTEAD OF SPONSORAWARENESSRESEARCH PAPERR 2.32PREDICTORSConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcPredictors shown in bold italics aresignificant at 5% level, those shown initalics are significant at 1% level.Att = Attitude towards drinking alcoholSNp = Subjective norm for parents(similarly for friends, teachers, coaches)SI = Sporting InvolvementAw = Sponsor AwarenessRe = Sponsor Recognition* denotes interactive term,e.g. SI*Att is the interactive term formedby the product of Sporting Involvementand Attitude towards drinking alcoholβ.34.23.18.07-.08-.02.004.03-.12Sig t.093000.009.038.404.299.801.965.750.156R 2.31IncR 2-.01PREDICTORSConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcSISI*AttSI*SNpSI*SNfSI*SNtSI*SNcβ.46.16.15-.05-.002.01.01.04-.15-.01.16-.06.03-.17.11Sig t.139.000.122.180.649.982.941.930.656.096.951.156.588.811.110.205R 2.33IncR 2.02PREDICTORSConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcSISI*AttSI*SNpSI*SNfSI*SNtSI*SNcAwAw*AttAw*SIAw*SNpAw*SNfAw*SNtAw*SNcβ.48.21.10-.04-.02.01.01.05-.16.04.11-.01.03-.17.10.13.18.20-.03-.18.04.09Sig t.070.000.060.393.736.824.937.912.539.083.632.358.921.785.113.280.210.086.112.720.071.666.364R 2.37IncR 2-.06PREDICTORSConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcSISI*AttSI*SNpSI*SNfSI*SNtSI*SNcReRe*AttRe*SIRe*SNpRe*SNfRe*SNtRe*SNcβ.39.18.13-.06-.01.02.06-.01-.18.02.21-.10-.04-.14.11-.11-.19.11-.15.11Sig t.308.002.079.238.622.891.829.510.917.084.792.066.333.706.218.197.270.062.301.089.235-.002 .982-.03 .783or sponsor awareness with attitudes, but the presenceof interactive effects between these variables andattitudes when predicting drinking behaviour,suggests that their role is not in forming attitudestowards alcohol, but in reinforcing or validatingpositive attitudes.In contrast, for girls, in every regression but one,attitude is the most highly significant predictor ofalcohol-related behaviour. Involvement in sport has noimpact on their drinking, either to restrain orencourage it. This may be because the sports whichinterest them are less associated with alcohol, or thatthey do not wish to subscribe to the traditional malesporting culture, even when they have an interest intraditionally more masculine sports. Awareness ofsponsorship does enhance positive attitudes towardsalcohol and has some small influence on the impactof subjective norms, but it has no main effect.40 International Journal of Sports Marketing & Sponsorship ● OCTOBER 2009 ●