Restricting unhealthy food sponsorship: attitudes of the sporting community.
OBJECTIVE
Sponsorship is recognised as a significant marketing tool and restricting unhealthy food sponsorship of children's sport has been recommended by leading health agencies as a contribution towards preventing childhood obesity. This study aimed to determine the junior sporting community's support for policy interventions to restrict unhealthy food sponsorship.


METHODS
Sports 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 parents (n=200) and officials (n=20), and with governing sporting associations (n=20). Questionnaires measured respondents' attitudes towards sponsorship and support for sponsorship regulations.


RESULTS
Many officials and parents perceived children to be 'very' influenced by elite sport sponsorship (65% of association officials, 53% of parents and 45% of club officials). Children were thought to be less influenced by sponsorship of their own sporting clubs (10%, 11% and 10%, respectively). However, 50% of officials and 70% of parents supported restrictions to children's sport sponsorship. Respondents were most supportive of restricting the use of unhealthy food logos on children's uniforms.


CONCLUSIONS
Restricting unhealthy food sponsorship is supported by the sporting community and policy change is needed to reduce the perceived impact of this marketing. Alternative funding mechanisms have the potential to maintain sport funding whilst reducing promotional opportunities for unhealthy food.
Prevention Research Collaboration, School of Public Health, University of Sydney, Sydney, NSW 2006, Australia. bridget.kelly@sydney.edu.au
Bridget
B
Kelly
Louise A
LA
Baur
Adrian E
AE
Bauman
Lesley
L
King
Kathy
K
Chapman
Ben J
BJ
Smith
D000328:Adult; D000329:Advertising / Q000331:legislation & jurisprudence*; D057140:Fast Foods; D005260:Female; D019649:Food Industry; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D008875:Middle Aged; D009517:New South Wales; D010290:Parents; D013177:Sports; D011795:Surveys and Questionnaires; D055815:Young Adult