Contents: Lawrence A. Wenner/Steven J. Jackson: Sport, Beer, and Gender in Promotional Culture: On the Dynamics of a Holy
Trinity – James R. Walker/Nelson Hathcock/Robert V. Bellamy: Domesticating the Brew: Gender and Sport in Postwar Magazine
Advertising for Beer – John Horne/Garry Whannel: Beer Sponsors Football: What Could Go Wrong? – Shannon Jette/Robert E.C.
Sparks/Ilana Pinsky/Liliana Castaneda/Rebecca J. Haines: Youth, Sports, and the Culture of Beer Drinking: Global Alcohol Sponsorship
of Sports and Cultural Events in Latin America – John Amis/Ronald L. Mower/Michael L. Silk: (Michael) Power, Gendered Subjectivities,
and Filmic Representation: Brand Strategy and Guinness’ Critical Assignment in Africa – Lawrence A. Wenner: Brewing
Consumption: Sports Dirt, Mythic Masculinity, and the Ethos of Beer Commercials – Lindsey J. Meân: On the Lite Side? Miller
Lite’s Men of the Square Table, Man Laws, and the Making of Masculinity – Jim McKay/Michael Emmison/Janine Mikosza: Lads,
Larrikins and Mates: Hegemonic Masculinities in Australian Beer Advertisements – Steven J. Jackson/Sarah Gee/Jay Scherer:
Producing and Consuming Masculinity: New Zealand’s (Speight’s) «Southern Man» – David Rowe/Callum Gilmour: Lubrication and
Domination: Beer, Sport, Masculinity, and the Australian Gender Order – Catherine Palmer: The «Grog Squad»: An Ethnography
of Beer Consumption at Australian Rules Football – Margaret Carlisle Duncan/Alan Aycock: «I Laughed Until I Hurt»: Negative
Humor in Super Bowl Ads – Charles Atkin/Walter Gantz: Promotion and Prevention of Drinking in U.S. College Sports – Garry
Crawford: Consuming Sport, Consuming Beer: Sport Fans, Scene, and Everyday Life.