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Bergkvist, L., The Flipside of the Sponsorship Coin. Do You Still Buy the Beer When the Brewer Underwrites a Rival Team? Journal of Advertising Research, March 2012, с. 65–73.

Bühler, A., Professional football sponsorship in the English Premier League and the German Bundesliga, University of Plymouth (диссертация) 2006.

Collins, T., Vamplew, W., Mud, Sweat and Beers: A Cultural History of Sport and Alcohol, Oxford 2002.

de Bruijn, A., Tanghe, J., Bujalski, M., Gosselt, J., Schreckenberg, D., Slowdonik, L., Report on the impact of European alcohol marketing exposure on youth alcohol expectancies and youth drinking, Alcohol Measures for Public Health Research Alliance (AMPHORA) 2012. (http://www.drugsandalcohol.ie/19722/1/AMPHORA_WP4_longitudinal_advertising_survey.pdf).

Horne, J., Whannel, G., Beer Sponsors Football: What Could Go Wrong? в составе сборника Sport, Beer, and Gender: Promotional Culture and Contemporary Social Life, под ред. L.A. Wenner и S. Jackson, New York 2009, с. 55–74.

O'Brien, K. S., Kypri, K., Alcohol industry sponsorship and hazardous drinking among sportspeople, Addiction 103 (2008), с. 1961–1966.

Wagner, D., Kulturbier. Deutsche Kultur in der Bierplakatwebung (Finnische Beiträge zur Germanistik 10), Frankfurt am Main 2003.

FootballEconomy.Com (www.footballeconomy.com).

Kenneth Cortsen (kennethcortsen.com).

SportBusiness International (www.sportbusiness.com).

SportsPro Media (www.sportspromedia.com).

Интервью:

Kenneth Cortsen, University College Nordjylland

André Bühler, Deutsches Institut für Sportmarketing

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