Prevention Research Collaboration, School of Public Health, University of Sydney, Sydney, NSW 2006, Australia.
Health Policy. 2012 Mar;104(3):288-95. doi: 10.1016/j.healthpol.2011.10.004. Epub 2011 Oct 20.
Sponsorship is recognised as a significant marketing tool and restricting unhealthy food sponsorship of children's sport has been recommended by leading health agencies as a contribution towards preventing childhood obesity. This study aimed to determine the junior sporting community's support for policy interventions to restrict unhealthy food sponsorship.
Sports clubs known to have food sponsors and representing the most popular sports for Australian children across a range of demographic areas were recruited. Interview-based questionnaires were conducted at clubs with parents (n=200) and officials (n=20), and with governing sporting associations (n=20). Questionnaires measured respondents' attitudes towards sponsorship and support for sponsorship regulations.
Many officials and parents perceived children to be 'very' influenced by elite sport sponsorship (65% of association officials, 53% of parents and 45% of club officials). Children were thought to be less influenced by sponsorship of their own sporting clubs (10%, 11% and 10%, respectively). However, 50% of officials and 70% of parents supported restrictions to children's sport sponsorship. Respondents were most supportive of restricting the use of unhealthy food logos on children's uniforms.
Restricting unhealthy food sponsorship is supported by the sporting community and policy change is needed to reduce the perceived impact of this marketing. Alternative funding mechanisms have the potential to maintain sport funding whilst reducing promotional opportunities for unhealthy food.
赞助已被公认为一种重要的营销工具，许多领先的健康机构建议限制不健康食品对儿童体育活动的赞助，以作为预防儿童肥胖的一种措施。本研究旨在确定青少年体育界对限制不健康食品赞助的政策干预措施的支持程度。
招募了已知有食品赞助商的体育俱乐部，这些俱乐部代表了澳大利亚各种人口统计地区最受欢迎的儿童运动。在俱乐部对家长（n=200）和官员（n=20）进行基于访谈的问卷调查，对管理体育协会（n=20）进行问卷调查。问卷衡量了受访者对赞助的态度以及对赞助法规的支持程度。
许多官员和家长认为儿童受到精英体育赞助的“非常”影响（65%的协会官员、53%的家长和 45%的俱乐部官员）。他们认为儿童受到自己体育俱乐部赞助的影响较小（分别为 10%、11%和 10%）。然而，50%的官员和 70%的家长支持限制儿童体育赞助。受访者最支持限制儿童制服上使用不健康食品标志。
体育界支持限制不健康食品赞助，需要政策改革来减少这种营销的影响。替代资金机制有可能在减少不健康食品促销机会的同时，维持体育资金。
