Articlebronze2021

A state-wide audit of unhealthy sponsorship within junior sporting clubs in Victoria, Australia

Florentine Petronella Martino · Alex Chung · JANE F. POTTER · Tara Heneghan · Melanie Chisholm · Devorah Riesenberg +2 more

16 citations0/0 files storedPublic Health Nutrition

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Global Public Health Policies and Epidemiology Smoking Behavior and Cessation Obesity, Physical Activity, Diet

Abstract

OBJECTIVE: To systematically audit the extent of unhealthy sponsorship within junior community sporting clubs and ascertain whether differences exist across geographical areas and sport types. DESIGN: Club sponsorship data were assessed to determine the extent of unhealthy food/beverage, alcohol and gambling sponsorship using a cross-sectional design. Differences across geographical areas were assessed using logistic regressions. SETTING: A stratified random sampling procedure was used to select thirty communities across the state of Victoria, Australia. Within each community, local clubs across the top eight participating junior sports were selected for audit. PARTICIPANTS: Sponsorship data were collected from 191 club websites and Facebook pages in September-November 2019. RESULTS: Unhealthy sponsorships represented 8·9 % of all identified sponsorship arrangements. A quarter of all clubs accepted alcohol (25·6 %) and unhealthy food sponsors (25·9 %), and one-fifth of all clubs accepted high-risk food (unhealthy brands with large market share) (18·1 %) and gambling sponsors (20·4 %). Acceptance of unhealthy sponsorship differed across sport types with football, netball, cricket and soccer clubs having the greatest numbers. Compared with metro areas, a significantly greater proportion of sporting clubs in regional areas were affiliated with unhealthy food (32·7 % v. 19·6 %) and high-risk food sponsors (26·9 % v. 9·8 %). A higher proportion of clubs in low socio-economic status (SES), compared with the high SES areas, were affiliated with alcohol (33·9 % v. 16·5 %) and gambling sponsors (27·4 % v. 12·6 %). CONCLUSION: Victorian children participating in community junior sports are being exposed to marketing of unhealthy brands and products. Public health intervention is necessary to protect children from this exposure.

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2005SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX 1991The Role of Sponsorship in the Marketing Communications Mix 2006Does Advertising Literacy Mediate the Effects of Advertising on Children? A Critical Examination of Two Linked Research Literatures in Relation to Obesity and Food Choice 2002Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations 2017Factors that influence children’s gambling attitudes and consumption intentions: lessons for gambling harm prevention research, policies and advocacy strategies 2006Patterns of sports sponsorship by gambling, alcohol and food companies: an Internet survey 2007Epidemiology of Youth Gambling Problems in Canada: A National Prevalence Study 2009IMAGE TRANSFER IN CORPORATE EVENT SPONSORSHIP: ASSESSING THE IMPACT OF TEAM IDENTIFICATION AND EVENT-SPONSOR FIT

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