Unhealthy and health promoting sponsorship of male and female professional sporting teams in Australia

IF 1.4 4区医学 Q3 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH

Health Promotion Journal of Australia Pub Date : 2023-11-23 DOI:10.1002/hpja.824

Hannah Pitt, Simone McCarthy, Melanie Randle, Samantha Thomas, Grace Arnot, Mike Daube

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引用次数: 0

Abstract

Issue Addressed

There are concerns that unhealthy industries may use sponsorships to align their brands with the increased popularity of professional women's sporting events. This study aimed to identify and compare the sponsors of Australian male and female professional sporting teams in relation to unhealthy industries (alcohol, gambling, discretionary food and drink, and venues) and health-promoting companies and organisations (charities, government departments, and educational institutions).

Methods

A web-based scan was conducted from July to October 2021 to identify team and uniform sponsors, with descriptive statistics used to identify and compare results.

Results

About one tenth of sponsors (team n = 269; 10.9%; uniform n = 62; 10.6%) were for unhealthy industries. Men's teams had a greater number of these sponsors as compared to women's teams. Just under 10% of sponsors were for health-promoting organisations (team n = 210; 8.5%; uniform n = 44; 7.5%), with women's teams more likely to have these sponsors as compared to men's teams.

Conclusions

Professional sport provides an important opportunity to facilitate health-promoting rather than -harming sponsors. Health-promoting sponsors are more prominent in women's sport, but as women's professional sport continues to grow in popularity, there is a need for policy, funding, and support to prevent engagement with unhealthy industry sponsorship and create a level playing field with men's sport.

So What?

Mechanisms should be developed to help sporting codes, particularly women's sport, to adopt business models that are not reliant on industries that cause harm. Establishing strong relationships with health-promoting organisations may provide alternative sponsorship opportunities for sporting teams.

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对澳大利亚男女职业运动队的不健康和促进健康的赞助。

所解决的问题:有人担心，不健康的行业可能会利用赞助来让自己的品牌与越来越受欢迎的职业女性体育赛事保持一致。这项研究旨在确定和比较澳大利亚男性和女性职业运动队的赞助商与不健康行业(酒精、赌博、随意食品和饮料以及场地)和促进健康的公司和组织(慈善机构、政府部门和教育机构)的关系。方法:于2021年7月至10月进行基于网络的扫描，以识别团队和制服赞助商，并使用描述性统计来识别和比较结果。结果:约十分之一的赞助商(团队n = 269;10.9%;均匀n = 62;10.6%)为不健康行业。与女队相比，男队拥有更多这样的赞助商。只有不到10%的赞助商是健康促进组织(团队n = 210;8.5%;均匀n = 44;7.5%)，与男队相比，女队更有可能拥有这些赞助商。结论:职业体育为促进健康而非危害健康的赞助商提供了重要的机会。促进健康的赞助商在女子体育运动中更为突出，但随着女子职业体育运动的不断普及，需要制定政策、提供资金和支持，以防止不健康的行业赞助，并创造一个与男子体育运动公平竞争的环境。那又怎样?*应制定机制，帮助体育法规，特别是女子体育，采用不依赖于造成伤害的行业的商业模式。与健康促进组织建立牢固的关系可以为运动队提供其他赞助机会。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Health Promotion Journal of Australia PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH-

CiteScore

3.10

自引率

10.50%

发文量

115

期刊介绍： The purpose of the Health Promotion Journal of Australia is to facilitate communication between researchers, practitioners, and policymakers involved in health promotion activities. Preference for publication is given to practical examples of policies, theories, strategies and programs which utilise educational, organisational, economic and/or environmental approaches to health promotion. The journal also publishes brief reports discussing programs, professional viewpoints, and guidelines for practice or evaluation methodology. The journal features articles, brief reports, editorials, perspectives, "of interest", viewpoints, book reviews and letters.