Institute for Health Transformation, Deakin University, Geelong, Victoria, Australia.
Faculty of Business and Law, University of Wollongong, Wollongong, New South Wales, Australia.
Health Promot J Austr. 2024 Oct;35(4):1352-1361. doi: 10.1002/hpja.824. Epub 2023 Nov 23.
There are concerns that unhealthy industries may use sponsorships to align their brands with the increased popularity of professional women's sporting events. This study aimed to identify and compare the sponsors of Australian male and female professional sporting teams in relation to unhealthy industries (alcohol, gambling, discretionary food and drink, and venues) and health-promoting companies and organisations (charities, government departments, and educational institutions).
A web-based scan was conducted from July to October 2021 to identify team and uniform sponsors, with descriptive statistics used to identify and compare results.
About one tenth of sponsors (team n = 269; 10.9%; uniform n = 62; 10.6%) were for unhealthy industries. Men's teams had a greater number of these sponsors as compared to women's teams. Just under 10% of sponsors were for health-promoting organisations (team n = 210; 8.5%; uniform n = 44; 7.5%), with women's teams more likely to have these sponsors as compared to men's teams.
Professional sport provides an important opportunity to facilitate health-promoting rather than -harming sponsors. Health-promoting sponsors are more prominent in women's sport, but as women's professional sport continues to grow in popularity, there is a need for policy, funding, and support to prevent engagement with unhealthy industry sponsorship and create a level playing field with men's sport. SO WHAT?: Mechanisms should be developed to help sporting codes, particularly women's sport, to adopt business models that are not reliant on industries that cause harm. Establishing strong relationships with health-promoting organisations may provide alternative sponsorship opportunities for sporting teams.
有人担心不健康的行业可能会利用赞助活动，将其品牌与职业女性体育赛事的日益普及联系起来。本研究旨在确定和比较澳大利亚男女职业运动队的赞助商与不健康行业（酒精、赌博、可自由支配的食品和饮料以及场馆）和促进健康的公司和组织（慈善机构、政府部门和教育机构）的关系。
2021 年 7 月至 10 月进行了一项基于网络的扫描，以确定团队和制服赞助商，使用描述性统计数据来确定和比较结果。
大约十分之一的赞助商（团队 n=269；10.9%；制服 n=62；10.6%）是为不健康的行业服务的。与女子团队相比，男子团队的这类赞助商更多。约有 10%的赞助商是为促进健康的组织（团队 n=210；8.5%；制服 n=44；7.5%），与男子团队相比，女子团队更有可能有这些赞助商。
职业体育为促进健康的赞助商提供了一个重要的机会，而不是伤害赞助商。促进健康的赞助商在女子运动中更为突出，但随着女子职业体育的受欢迎程度不断提高，需要有政策、资金和支持来防止与不健康行业的赞助活动，并为男子体育创造公平的竞争环境。那么：应该制定机制来帮助体育项目，特别是女子体育项目，采用不依赖于造成伤害的行业的商业模式。与促进健康的组织建立牢固的关系可能为体育团队提供替代赞助机会。
