Includes bibliographical references and index.

Sport, beer, and gender in promotional culture : on the dynamics of a holy trinity / Lawrence A. Wenner and Steven J. Jackson -- Domesticating the brew : gender and sport in postwar magazine advertising for beer / James R. Walker, Nelson Hathcock, and Robert V. Bellamy -- Beer sponsors football : what could go wrong? / John Horne and Garry Whannel -- Youth, sports, and the culture of beer drinking : global alcohol sponsorship of sports and cultural events in Latin America / Shannon Jette ... [et al.] -- (Michael) Power, gendered subjectivities, and filmic representations : brand strategy and Guinness' 'Critical assignment' in Africa / John Amis, Ronald L. Mower, and Michael L. Silk -- Brewing consumption : sports dirt, mythic masculinity, and the ethos of beer commercials / Lawrence A. Wenner -- On the lite side? : Miller Lite's men of the square table, man laws, and the making of masculinity / Lindsey J. Meân -- Lads, larrikins and mates : hegemonic masculinities in Australian beer advertisements / Jim McKay, Michael Emmison, and Janine Mikosza -- Producing and consuming masculinity : New Zealand's (Speight's) "southern man" / Steven J. Jackson, Sarah Gee, and Jay Scherer -- Lubrication and domination : beer, sport, masculinity, and the Australian gender order / David Rowe and Callum Gilmour -- The "grog squad" : an ethnography of beer consumption at Australian rules football / Catherine Palmer -- "I laughed until I hurt" : negative humor in Super Bowl ads / Margaret Carlisle Duncan and Alan Aycock -- Promotion and prevention of drinking in U.S. college sports / Charles Atkin and Walter Gantz -- Consuming sport, consuming beer : sport fans, scene, and everyday life / Garry Crawford.