Food, fizzy, and football: promoting unhealthy food and beverages through sport - a New Zealand case study
Food, fizzy, and football: promoting unhealthy food and beverages through sport - a New Zealand case study
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DOI：
10.1186/1471-2458-13-126
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发表时间：
2013-02-11
影响因子：
4.5
通讯作者：
Maher, Anthony
中科院分区：
文献类型：
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作者：
Carter, Mary-Ann;Signal, Louise;Maher, Anthony
背景：体育运动的高参与率和人们对饮食对运动成绩的影响的日益认识表明，运动场所可能是促进健康饮食的理想场所。虽然研究已经证明了烟草和酒精赞助对消费的影响，特别是对年轻人的影响，但很少有研究审查了食品和饮料公司赞助体育运动的程度或影响。以品牌标识为衡量标准的研究表明，不健康的食品和饮料主导着体育赞助。然而，随着市场营销超越品牌涂装的使用，研究营销人员如何支持赞助，创造品牌联想，鼓励消费者购买也是必要的。本研究旨在通过对新西兰体育的案例研究，确定食品和非酒精饮料品牌和公司的赞助和相关营销的特征和程度。方法：我们对新西兰国家和地区体育组织的308个网站进行了系统审查，以确定食品和饮料赞助商，然后使用能量、脂肪、钠和纤维水平的营养标准将其分类为健康或不健康。我们采访了来自国家和地区体育组织的18名关键线人。结果：新西兰对体育运动的食品和饮料赞助并不广泛。然而，健康和不健康的品牌和公司都赞助体育运动。相对而言，很少有人会通过额外的营销来支持他们的赞助。采访显示，尽管许多体育组织担心将自己与不健康食品或饮料联系在一起，但其他组织认为赞助收入更重要。结论：虽然新西兰体育运动的食品和饮料赞助有限，但不健康的食品和饮料品牌和公司确实赞助体育运动。少数使用额外营销活动的公司为他们的品牌创造了重复曝光，其中许多针对儿童。研究结果表明，限制不健康食品和饮料制造商赞助体育运动的政策可能有助于限制新西兰体育环境中儿童接触不健康食品营销。考虑到食品工业的全球性，这个新西兰案例研究的结果可能与其他地方有关。
Background: High participation rates in sport and increasing recognition of how diet benefits athletic performance suggest sports settings may be ideal locations for promoting healthy eating. While research has demonstrated the effect of tobacco and alcohol sponsorship on consumption, particularly among youth, few studies have examined the extent or impact of food and beverage company sponsorship in sport. Studies using brand logos as a measure suggest unhealthy foods and beverages dominate sports sponsorship. However, as marketing goes beyond the use of brand livery, research examining how marketers support sponsorships that create brand associations encouraging consumer purchase is also required. This study aimed to identify the characteristics and extent of sponsorships and associated marketing by food and non-alcoholic beverage brands and companies through a case study of New Zealand sport.Methods: We conducted a systematic review of 308 websites of national and regional New Zealand sporting organisations to identify food and beverage sponsors, which were then classified as healthy or unhealthy using nutrient criteria for energy, fat, sodium and fibre levels. We interviewed 18 key informants from national and regional sporting organisations about sponsorships.Results: Food and beverage sponsorship of sport is not extensive in New Zealand. However, both healthy and unhealthy brands and companies do sponsor sport. Relatively few support their sponsorships with additional marketing. Interviews revealed that although many sports organisations felt concerned about associating themselves with unhealthy foods or beverages, others considered sponsorship income more important.Conclusions: While there is limited food and beverage sponsorship of New Zealand sport, unhealthy food and beverage brands and companies do sponsor sport. The few that use additional marketing activities create repeat exposure for their brands, many of which target children. The findings suggest policies that restrict sponsorship of sports by unhealthy food and beverage manufacturers may help limit children's exposure to unhealthy food marketing within New Zealand sports settings. Given the global nature of the food industry, the findings of this New Zealand case study may be relevant elsewhere.