Food, fizzy, and football: promoting unhealthy food and beverages through sport – a New Zealand case study

Mary-Ann Carter , Louise Signal, Richard Edwards, Janet Hoek,

Department of Public Health, University of Otago

2013

BMC Public Health 2013, 13:126

Corresponding author:

Email: mary-ann.carter@otago.ac.nz

High participation rates in sport and increasing recognition of how diet benefits athletic performance suggest sports settings may be ideal locations for promoting healthy eating. While research has demonstrated the effect of tobacco and alcohol sponsorship on consumption, particularly among youth, few studies have examined the extent or impact of food and beverage company sponsorship in sport.

Studies using brand logos as a measure suggest unhealthy foods and beverages dominate sports sponsorship. However, as marketing goes beyond the use of brand livery, research examining how marketers support sponsorships that create brand associations encouraging consumer purchase is also required.

This study aimed to identify the characteristics and extent of sponsorships and associated marketing by food and non-alcoholic beverage brands and companies through a case study of New Zealand sport.

Keywords:

sport sponsorship, unhealthy foods, marketing

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Case study

National

Sport

Adults, Young People

Clubs, Community

Commercial, Events, Organised, Professional, Semi-professional

Delivery, Impacts- social, Management, Participation, Planning, Policy, Professionals

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February 15, 2013