Prevention Research Collaboration, School of Public Health, University of Sydney, Level 2, K25 Medical Foundation Building, NSW 2006 Sydney, Australia.
Health Promot Int. 2011 Jun;26(2):188-95. doi: 10.1093/heapro/daq061. Epub 2010 Oct 14.
The creation of health promoting sports clubs may support the promotion and adoption of healthy behaviours by children. Sponsorship is one aspect of clubs, with potential influence on clubs and their participants. In particular, sponsorship influences brand awareness and attitudes, so that the sponsorship of children's sport by unhealthy food companies may contribute to food preferences and poor eating habits. This study aimed to determine the nature and extent of food and beverage sponsorship of children's sport. Sports clubs (n = 108) for the nine most popular sports for children aged 5-14 were randomly sampled from three large geographical areas in Australia. A purpose-designed telephone questionnaire was developed to determine the extent of sponsorship. Experts from different fields were approached (n = 10) to generate a consensus on the elements of sponsors that are more/less health promoting. The survey response rate was 99%. Of the 347 sponsors identified, 17% were food or beverage companies. Fifty percent of food company sponsorship arrangements did not meet criteria for healthy sponsors. For most clubs, less than a quarter of their income came from sponsorship. A considerable proportion of clubs with food company sponsors had the company's signage on players' uniforms (53%), distributed rewards using the company's name (24%) or gave vouchers to players for the company's products (29%). Any restriction of unhealthy food and beverage company sponsorship of children's sport may not result in major funding difficulties for clubs, as this funding represents a relatively small proportion of their income base, even though it provides major promotional opportunities to sponsors.
创建促进健康的体育俱乐部可能有助于促进和培养儿童的健康行为。赞助是俱乐部的一个方面，对俱乐部及其参与者具有潜在影响。特别是，赞助会影响品牌知名度和态度，因此，不健康食品公司对儿童体育的赞助可能会影响他们对食物的偏好和不良饮食习惯。本研究旨在确定儿童体育赞助的性质和范围。从澳大利亚三个大的地理区域中随机抽取了 108 个针对 5-14 岁儿童的最受欢迎的九项运动的体育俱乐部。设计了一个专门的电话调查问卷，以确定赞助的程度。从不同领域邀请了专家（n=10），以就赞助商的更/不更有利于健康的因素达成共识。调查的回复率为 99%。在确定的 347 个赞助商中，有 17%是食品或饮料公司。50%的食品公司赞助安排不符合健康赞助商的标准。对于大多数俱乐部来说，不到四分之一的收入来自赞助。有相当一部分有食品公司赞助商的俱乐部将公司的标志贴在球员的制服上（53%），用公司的名字分发奖励（24%）或向球员发放公司产品的代金券（29%）。限制不健康的食品和饮料公司对儿童体育的赞助可能不会给俱乐部带来重大的资金困难，因为这种资金仅占其收入基础的相对较小比例，尽管它为赞助商提供了重要的宣传机会。
