The creation of health promoting sports clubs may support the promotion and adoption of healthy behaviours by children. Sponsorship is one aspect of clubs, with potential influence on clubs and their participants. In particular, sponsorship influences brand awareness and attitudes, so that the sponsorship of children's sport by unhealthy food companies may contribute to food preferences and poor eating habits. This study aimed to determine the nature and extent of food and beverage sponsorship of children's sport. Sports clubs (n = 108) for the nine most popular sports for children aged 5-14 were randomly sampled from three large geographical areas in Australia. A purpose-designed telephone questionnaire was developed to determine the extent of sponsorship. Experts from different fields were approached (n = 10) to generate a consensus on the elements of sponsors that are more/less health promoting. The survey response rate was 99%. Of the 347 sponsors identified, 17% were food or beverage companies. Fifty percent of food company sponsorship arrangements did not meet criteria for healthy sponsors. For most clubs, less than a quarter of their income came from sponsorship. A considerable proportion of clubs with food company sponsors had the company's signage on players' uniforms (53%), distributed rewards using the company's name (24%) or gave vouchers to players for the company's products (29%). Any restriction of unhealthy food and beverage company sponsorship of children's sport may not result in major funding difficulties for clubs, as this funding represents a relatively small proportion of their income base, even though it provides major promotional opportunities to sponsors.
BackgroundChildren's exposure to unhealthy food marketing influences their food knowledge, preferences and consumption. Sport sponsorship by food companies is widespread and industry investment in this marketing is increasing. This study aimed to assess children's awareness of sport sponsors and their brand-related attitudes and purchasing intentions in response to this marketing.MethodsSports 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 children aged 10-14 years (n = 103) to examine their recall of local sports club and elite sport sponsors, and their attitudes towards sponsors and sponsorship activities.ResultsMost children (68%) could recall sponsors of their sports club, naming a median of two sponsors, including a median of one food company sponsor each. Almost half (47%) of children could recall any sponsors of their favourite elite sporting team. Children aged 10-11 years were more likely than older children to report that they thought about sponsors when buying something to eat or drink (P < 0.01); that they liked to return the favour to sponsors by buying their products (P < 0.01); and that sponsors were 'cool' (P = 0.02). Most children had received a voucher or certificate from a food or beverage company to reward sport performance (86% and 76%, respectively). Around one-third of children reported liking the company more after receiving these rewards.ConclusionsChildren's high recall of food and beverage company sport sponsors and their positive attitudes towards these sponsors and their promotions is concerning as this is likely to be linked to children's food preferences and consumption. Limiting children's exposure to this marketing is an important initiative to improve children's nutrition.
Sporting costs, variety and time commitments influenced parents' decisions about their child's participation in organised sport. These factors indicate the need for initiatives to promote access to organised sports through reducing costs and increasing variety, particularly for families with lower incomes and are living in rural and regional areas.
The Cancer Council Australia (CCA) Alcohol Working Group has prepared a position statement on alcohol use and cancer. The statement has been reviewed by external experts and endorsed by the CCA Board. Alcohol use is a cause of cancer. Any level of alcohol consumption increases the risk of developing an alcohol‐related cancer; the level of risk increases in line with the level of consumption. It is estimated that 5070 cases of cancer (or 5% of all cancers) are attributable to long‐term chronic use of alcohol each year in Australia. Together, smoking and alcohol have a synergistic effect on cancer risk, meaning the combined effects of use are significantly greater than the sum of individual risks. Alcohol use may contribute to weight (fat) gain, and greater body fatness is a convincing cause of cancers of the oesophagus, pancreas, bowel, endometrium, kidney and breast (in postmenopausal women). The existing evidence does not justify the promotion of alcohol use to prevent coronary heart disease, as the previously reported role of alcohol in reducing heart disease risk in light‐to‐moderate drinkers appears to have been overestimated. CCA recommends that to reduce their risk of cancer, people limit their consumption of alcohol, or better still avoid alcohol altogether. For individuals who choose to drink alcohol, CCA recommends that they drink only within the National Health and Medical Research Council guidelines for alcohol consumption.
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