Sports Sponsorship by Unhealthy Companies
Author Information
Author(s): Maher Anthony, Wilson Nick, Signal Louise, Thomson George
Primary Institution: Wellington School of Medicine and Health Sciences
Hypothesis
What is the proportion of sports sponsorship associated with unhealthy versus healthy products in New Zealand?
Conclusion
The study found that unhealthy sponsorship dominates popular sports for young people in New Zealand.
Supporting Evidence
- Sponsorship of unhealthy products was over twice as common as healthy products.
- Gambling was the most common type of sponsorship at 18.8%.
- Alcohol sponsorship was significantly higher in rugby compared to other sports.
- Touch rugby had significantly more unhealthy food sponsorship.
- Governments may need to consider regulations to limit unhealthy sponsorship.
Takeaway
This study shows that most sports sponsorships for kids come from companies that sell unhealthy stuff like junk food and alcohol.
Methodology
An Internet survey was conducted to identify and classify sports sponsorships in New Zealand.
Potential Biases
The classification of sponsorship was conservative, potentially underestimating unhealthy sponsorship.
Limitations
The study was limited to one region and may not represent the entire country.
Participant Demographics
The study focused on sports for young people aged 5-17 in New Zealand.
Statistical Information
P-Value
0.001
Confidence Interval
95% CI = 29.1, 36.5
Statistical Significance
p<0.05
Digital Object Identifier (DOI)
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