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Restricting unhealthy food sponsorship: attitudes of the sporting community

Journal Article


Abstract


  • Objectives: Sponsorship is recognised as a significant marketing tool and restricting

    unhealthy food sponsorship of children’s sport has been recommended by leading health

    agencies as a contribution towards preventing childhood obesity. This study aimed to determine

    the junior sporting community’s support for policy interventions to restrict unhealthy

    food sponsorship.

    Methods: Sports clubs known to have food sponsors and representing the most popular

    sports for Australian children across a range of demographic areas were recruited.

    Interview-based questionnaires were conducted at clubs with parents (n = 200) and officials

    (n = 20), and with governing sporting associations (n = 20). Questionnaires measured

    respondents’ attitudes towards sponsorship and support for sponsorship regulations.

    Results: Many officials and parents perceived children to be ‘very’ influenced by elite sport

    sponsorship (65% of association officials, 53% of parents and 45% of club officials). Children

    were thought to be less influenced by sponsorship of their own sporting clubs (10%, 11%

    and 10%, respectively). However, 50% of officials and 70% of parents supported restrictions

    to children’s sport sponsorship. Respondents were most supportive of restricting the use

    of unhealthy food logos on children’s uniforms.

    Conclusions: Restricting unhealthy food sponsorship is supported by the sporting community

    and policy change is needed to reduce the perceived impact of this marketing.

    Alternative funding mechanisms have the potential to maintain sport funding whist reducing

    promotional opportunities for unhealthy food

Authors


  •   Kelly, Bridget
  •   Baur, Louise A. (external author)
  •   Bauman, Adrian E. (external author)
  •   King, Lesley (external author)
  •   Chapman, Kathy (external author)
  •   Smith, Ben J. (external author)

Publication Date


  • 2012

Citation


  • Kelly, B., Baur, L. A., Bauman, A. E., King, L., Chapman, K. & Smith, B. J. (2012). Restricting unhealthy food sponsorship: attitudes of the sporting community. Health Policy, 104 (3), 288-295.

Scopus Eid


  • 2-s2.0-84857442772

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/3145

Has Global Citation Frequency


Number Of Pages


  • 7

Start Page


  • 288

End Page


  • 295

Volume


  • 104

Issue


  • 3

Place Of Publication


  • Ireland

Abstract


  • Objectives: Sponsorship is recognised as a significant marketing tool and restricting

    unhealthy food sponsorship of children’s sport has been recommended by leading health

    agencies as a contribution towards preventing childhood obesity. This study aimed to determine

    the junior sporting community’s support for policy interventions to restrict unhealthy

    food sponsorship.

    Methods: Sports clubs known to have food sponsors and representing the most popular

    sports for Australian children across a range of demographic areas were recruited.

    Interview-based questionnaires were conducted at clubs with parents (n = 200) and officials

    (n = 20), and with governing sporting associations (n = 20). Questionnaires measured

    respondents’ attitudes towards sponsorship and support for sponsorship regulations.

    Results: Many officials and parents perceived children to be ‘very’ influenced by elite sport

    sponsorship (65% of association officials, 53% of parents and 45% of club officials). Children

    were thought to be less influenced by sponsorship of their own sporting clubs (10%, 11%

    and 10%, respectively). However, 50% of officials and 70% of parents supported restrictions

    to children’s sport sponsorship. Respondents were most supportive of restricting the use

    of unhealthy food logos on children’s uniforms.

    Conclusions: Restricting unhealthy food sponsorship is supported by the sporting community

    and policy change is needed to reduce the perceived impact of this marketing.

    Alternative funding mechanisms have the potential to maintain sport funding whist reducing

    promotional opportunities for unhealthy food

Authors


  •   Kelly, Bridget
  •   Baur, Louise A. (external author)
  •   Bauman, Adrian E. (external author)
  •   King, Lesley (external author)
  •   Chapman, Kathy (external author)
  •   Smith, Ben J. (external author)

Publication Date


  • 2012

Citation


  • Kelly, B., Baur, L. A., Bauman, A. E., King, L., Chapman, K. & Smith, B. J. (2012). Restricting unhealthy food sponsorship: attitudes of the sporting community. Health Policy, 104 (3), 288-295.

Scopus Eid


  • 2-s2.0-84857442772

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/3145

Has Global Citation Frequency


Number Of Pages


  • 7

Start Page


  • 288

End Page


  • 295

Volume


  • 104

Issue


  • 3

Place Of Publication


  • Ireland