Why are we concerned about Sports Sponsorship?
Unhealthy sponsorship agreements infiltrate all levels of sport. We know that children are influenced by food brands. Studies have shown children can recall sponsors connected to sport, they think sponsors are ‘cool’, and say they would buy a product to return the favour to sponsors. We also know that developing brand loyalty at a young age also seeks to ensure lifelong product purchases.
Corporate sponsorship of events and organisations’ represents one form of marketing to which children are exposed. PHAIWA is interested in a number of unhealthy commodities associated with sports sponsorship including alcohol, gambling and fast food.
PHAIWA has a focus on developing tools, fact sheets and reports to increase the awareness of the extent of unhealthy sports sponsorship to enable individuals, clubs and organisations’ to advocate for change.
The role of corporate social responsibility (CSR) policies in the unhealthful sponsorship of sports in Western Australia.
PHAIWA undertook a qualitative research project in the first half of 2017, aiming to identify the role of corporate social responsibility (CSR) policies in the unhealthful sponsorship of sports in Western Australia.
You can read the executive summary here.
AFL Sponsorship Ladder
PHAIWA has completed a review of AFL sponsors highlighting those teams who have the least healthy sponsors. You can see how each team ranks on the 2017 AFL Sponsorship Ladder.
This blog by Dr Mel Stoneham provides some context and methodology relating to the development of PHAIWA’s unhealthy sponsorship ladders.
WAFL Sponsorship Ladder
PHAIWA has completed a review of WAFL sponsors highlighting those teams who have the least healthy sponsors. You can see how each team ranks on the 2017 WAFL Sponsorship Ladder.
State of Origin
Media Release-Battle of unhealthy sponsors in State of Origin
The XXXX Queensland Maroons will have twice as many examples of unhealthy advertising on their uniforms as the VB New South Wales Blues in next week’s Game One of the 2017 Holden State of the Origin, Curtin University research has found. The Public Health Advocacy Institute of Western Australia (PHAIWA), based at Curtin University, found eight exposures of unhealthy sponsorships on Queensland’s uniforms, compared to four for New South Wales. Neither team had any healthy sponsorships displayed on their uniforms.
PHAIWA Director Dr Melissa Stoneham said Game One of the 2016 State of Origin series broke television ratings records with 4.423 million people tuning in to watch.
“It is disappointing to see alcohol and gambling advertising attracting such prominence on the uniforms worn by NRL players when millions of people including children will be watching the State of Origin series,” Dr Stoneham said.
“I was particularly concerned to see both teams are named after their alcohol sponsors. NRL teams should not be sponsored by unhealthy brands because they send negative health messages to the public, including children.”
The review was conducted in conjunction with the Foundation for Alcohol Research and Education (FARE).
FARE Chief Executive Officer Michael Thorn said he hoped to mobilise community support for a campaign, called #BoozeFreeSport, which aimed to remove alcohol sponsorship from sport.
“State of Origin should showcase the great game of Rugby League,” Mr Thorn said. “Instead, Australian kids are exposed to a battle of the beer brands, 80 minutes of in-your-face, shameless alcohol advertising and promotion. This is exactly the toxic alcohol advertising in sport that our campaign, #BoozeFreeSport, is aimed squarely at.”
2017 State of Origin Data
To read the article written by PHAIWA’s Dr Melissa Stoneham, Melinda Edmunds and Ainslie Sartori published on drinktank, click here.
Resources and Publications
Who owns who in the Australian food market?
Read Dr Melissa Stoneham and Ainslie Sartori’s latest blog on Croakey on the recently released food map by PHAIWA here.
The Olympics: faster, higher, stronger … unhealthier?
This blog examines the sponsorship of the 2016 Rio Olympics – which really was just a carnival of junk food!
Read media below regarding our recent research on unhealthy sports sponsorship of WA sporting teams.
Sports Business Daily
Sydney Morning Herald
Spirit Drive FM