Matos Juliana de Paula, Araújo Larissa Cardoso de Miranda, Horta Paula Martins
Universidade Federal de Minas Gerais, Belo Horizonte, Brasil.
Cad Saude Publica. 2021 Jan 11;36(12):e00219719. doi: 10.1590/0102-311X00219719. eCollection 2021.
Sponsorship by ultra-processed food and beverage companies is a common marketing practice in sports, capable of influencing consumers, with unknown effects in Brazil. The study aimed to identify the profile of food and beverage companies sponsoring professional soccer teams in Brazil and to associate the occurrence of this sponsorship with the teams' characteristics. The sample included companies from these industries sponsoring 20 major league soccer teams competing in the Brazilian Championship in 2018. The food companies were identified according to the products based on the NOVA classification, and information was obtained on the number of championships they had won in Copa Libertadores, the Brazilian Championship, and the state championships; time since the club was founded; region of Brazil; number of fans; and revenues from sponsorship/advertising and sale of TV rights. A total of 280 sponsors were identified, with repeat sponsors between teams, of which 11.5% were from the food industry, featuring ultra-processed products (9.4%) and 6.7% of ultra-processed beverages. Sponsorship by ultra-processed producers was more prevalent among teams that had won more championships in the Brazilian National Cup and Copa Libertadores and among those with more fans and higher revenues from sponsorship/advertising and sale of TV rights. The study revealed the significant presence of manufacturers of ultra-processed foods and beverages as soccer team sponsors, especially for the more popular teams that had won more championships, thus posing an obstacle to the promotion of healthy eating.
超加工食品和饮料公司的赞助是体育界常见的营销手段，能够影响消费者，而其在巴西的影响尚不清楚。本研究旨在确定赞助巴西职业足球队的食品和饮料公司的概况，并将这种赞助的发生与球队的特点联系起来。样本包括2018年赞助参加巴西锦标赛的20支顶级联赛足球队的这些行业的公司。根据基于NOVA分类的产品确定食品公司，并获取有关它们在南美解放者杯、巴西锦标赛和州锦标赛中赢得冠军的数量；俱乐部成立的时间；巴西的地区；球迷数量；以及赞助/广告和电视转播权销售的收入等信息。总共确定了280个赞助商，各球队之间存在重复赞助商，其中11.5%来自食品行业，以超加工产品（9.4%）和超加工饮料（6.7%）为特色。超加工产品生产商的赞助在巴西全国杯和南美解放者杯中赢得更多冠军的球队中更为普遍，在球迷较多以及赞助/广告和电视转播权销售收入较高的球队中也更为普遍。该研究揭示了超加工食品和饮料制造商作为足球队赞助商的显著存在，尤其是对于赢得更多冠军的更受欢迎的球队，从而对促进健康饮食构成了障碍。
