Dr. Sarah Gee’s current research addresses the intersection of three converging concerns of socio-cultural and political-economic significance for policymakers, sport managers and investors, and the public: alcohol sponsorship of sport; the consumption of alcohol in sport-related drinking cultures; and, the role of sports clubs and events as sites of social connections in cultural and civic life.

Using qualitative methods, Dr. Sarah Gee conducts critical socio-contextual research that has been paramount in illuminating the complex and sophisticated link between alcohol and the entertainment package and experience of sports mega-events. She has also done research related to gender issues in sport, in particular the representation of masculinity in sport-related media and the role of cultural intermediaries (advertising producers) in creating particular sport-related ads that use themes of masculinity.