博彩、酒类和食品公司的体育赞助模式：一项互联网调查。
Patterns of sports sponsorship by gambling, alcohol and food companies: an Internet survey.
作者信息
Maher Anthony, Wilson Nick, Signal Louise, Thomson George
机构信息
Department of Public Health, Wellington School of Medicine and Health Sciences, Wellington, New Zealand.
出版信息
BMC Public Health. 2006 Apr 11;6:95. doi: 10.1186/1471-2458-6-95.
BACKGROUND
Sports sponsorship is a significant marketing tool. As such, it can promote products that pose risks to health (eg, high fat and high sugar foods) or it can promote health-supporting products (eg, sporting equipment and services). However, there is a lack of data on the proportion of sponsorship associated with "unhealthy" and "healthy" products and no methodology for systematically assessing it. This research aimed to explore this proportion with an Internet survey of sports sponsorship in the New Zealand setting.
METHODS
A search methodology was developed to identify Internet-based evidence of sports sponsorship at the national level and at the regional and club level in one specific region (Wellington). The top eight sports for 5-17-year-olds were selected and products and services of sponsors were classified in terms of potential public health impact (using a conservative approach).
RESULTS
Sponsorship of these popular sports was common at the national, regional and club levels (640 sponsors listed on 107 websites overall). Sports sponsorship associated with sponsors' products classified as "unhealthy" (eg, food high in fat and sugar, gambling and alcohol) were over twice as common as sponsorship associated with sponsors' products classified as "healthy" (32.7% (95% CI = 29.1, 36.5) versus 15.5% (95% CI = 12.8, 18.6) respectively). "Gambling" was the most common specific type of sponsorship (18.8%) followed by alcohol (11.3%). There were significantly more "alcohol" sponsors for rugby, compared to all the other sports collectively (rate ratio (RR) = 2.47; 95% CI = 1.60, 3.79), and for top male sports compared to female (RR = 1.83; 95% CI = 1.05, 3.18). Also there was significantly more "unhealthy food" sponsorship for touch rugby and for "junior" teams/clubs compared to other sports collectively (RR = 6.54; 95% CI = 2.07, 20.69; and RR = 14.72, 95% CI = 6.22, 34.8; respectively). A validation study gave an inter-rater reliability for number of sponsors of 95% (n = 87 sponsors), and an inter-rater reliability of classification and categorisation of 100%.
CONCLUSION
This study found that the sponsorship of popular sports for young people is dominated by "unhealthy" sponsorship (ie, predominantly gambling, alcohol and unhealthy food) relative to "healthy" sponsorship. Governments may need to consider regulations that limit unhealthy sponsorship and/or adopt alternative funding mechanisms for supporting popular sports.
背景
体育赞助是一种重要的营销工具。因此，它可以推广对健康有风险的产品（如高脂肪和高糖食品），也可以推广支持健康的产品（如体育器材和服务）。然而，目前缺乏关于与“不健康”和“健康”产品相关的赞助比例的数据，也没有系统评估该比例的方法。本研究旨在通过对新西兰体育赞助的互联网调查来探讨这一比例。
方法
开发了一种搜索方法，以识别国家层面以及一个特定地区（惠灵顿）的区域和俱乐部层面基于互联网的体育赞助证据。选取了5至17岁人群中最受欢迎的八项运动，并根据对公众健康的潜在影响对赞助商的产品和服务进行分类（采用保守方法）。
结果
这些热门运动的赞助在国家、区域和俱乐部层面都很常见（总共107个网站上列出了640个赞助商）。与被归类为“不健康”的赞助商产品（如高脂肪和高糖食品、赌博和酒精）相关的体育赞助，是与被归类为“健康”的赞助商产品相关赞助的两倍多（分别为32.7%（95%置信区间=29.1, 36.5）和15.5%（95%置信区间=12.8, 18.6））。“赌博”是最常见的特定赞助类型（18.8%），其次是酒精（11.3%）。与所有其他运动相比，橄榄球运动中“酒精”赞助商显著更多（率比（RR）=2.47；95%置信区间=1.60, 3.79），与女子运动相比，男子顶级运动中“酒精”赞助商也显著更多（RR = 1.83；95%置信区间=1.05, 3.18）。此外，与其他运动相比，触式橄榄球以及“青少年”球队/俱乐部中“不健康食品”赞助也显著更多（RR = 6.54；95%置信区间=2.07, 20.69；以及RR = 14.72，95%置信区间=6.22, 34.8）。一项验证研究得出，赞助商数量的评分者间信度为95%（n = 87个赞助商），分类和归类的评分者间信度为100%。
结论
本研究发现，相对于“健康”赞助而言，年轻人热门运动的赞助主要由“不健康”赞助主导（即主要是赌博、酒精和不健康食品）。政府可能需要考虑限制不健康赞助的法规和/或采用替代资金机制来支持热门运动。
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