Content area
Full text
Abstract
This study's primary purpose was to examine the opinions of consumers toward the appropriateness of food and non-alcoholic beverage sponsorships of sporting events in relation to other products. Research of this nature is particularly timely in light of the current obesity issue because many food and beverage products contribute to the obesity problem. Phase one involved a written survey (N = 253) whereas phase two involved two focus groups (N = 12). Attitudes toward food and non-alcoholic beverage sponsorships of sporting events were more favorable than alcohol sponsorships, followed by tobacco sponsorships. However, there were differences according to demographics. Overall, sporting goods companies and sport drink and water companies were considered the most appropriate sponsors. Tobacco was the least appropriate sponsor followed by liquor and fast food. The majority of participants were not in favor of government laws to prevent less healthy food and beverage companies from sponsoring sporting events.
Food and Non-Alcoholic Beverage Sponsorship of Sporting Events: The Link to the Obesity Issue
Conflicting debate has historically surrounded tobacco and alcohol sponsorship of sporting events. Many people, including health advocates, are opposed to tobacco sponsorship in the sport context because it appears hypocritical to use a product that is detrimental to one's health to promote an activity that exemplifies a healthy and fit lifestyle (Crompton, 1993; Danylchuk, 2000; Wenner, 1993). Similarly, many people are opposed to alcohol sponsorship due to the same hypocrisy, even though there is documentation of the benefits of moderate consumption of alcohol (Chadwick & Goode, 1998; Zakhari, 1997), thereby making it more socially acceptable (L'Huiller & Hirons, 1997; McAllister, 1995). For both tobacco and alcohol opponents, there is an added concern that youth are often exposed to the sponsorship promotions, thereby providing a link between exposure and consumption. In contrast, sport event organizers relish this type of sponsorship because positive association with powerful brands brings attention to their event. As well, they argue that the banning of this type of sponsorship will lead to the loss of these events and the economic benefits derived. The tobacco and alcohol industries, similar to other sponsors, see value in associating themselves with sporting events for a multitude of reasons, such as their huge potential media exposure, potential for increased sales, brand...