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Food and Beverage Company Sponsorship of Children's Food and Beverage Company Sponsorship of Children’s Sport: Publicity or Philanthropy? Bridget Kelly This thesis is submitted in fulfilment of the requirements for the degree of Doctor of Philosophy (PhD) Discipline of Public Health, Sydney Medical School The University of Sydney July 2012 ABSTRACT While the causes of obesity are complex and many, children’s exposure to food marketing affects the food and drinks that children prefer, request, purchase and consume. Sport sponsorship is a significant form of marketing that, when directed at children’s activities, allows brands to be embedded within children’s experiences of entertainment and socialisation. The research outlined in this thesis aimed to determine the scope of unhealthy food and beverage sponsorship of children’s sport in New South Wales (NSW), Australia; the effect of this sponsorship on children; and potential solutions to create healthier sponsorship. Six studies were conducted: i) a telephone survey with officials from randomly sampled sports clubs in NSW (n = 108); and ii) a website analysis of peak sporting organisations (n = 55) to determine sponsorship arrangements; iii) an analysis of children’s sport participation from the Exercise, Recreation and Sport Survey 2009/10, to estimate sponsorship exposure; iv) interviews at clubs with parents (n = 200), children (n = 103) and officials (n = 40); and v) a representative telephone survey of parents (n = 825) and online survey of children (n = 243) across NSW, to determine attitudes to sponsorship, and vi) a Delphi survey of experts (n = 18) in health promotion and sport explored standards for health promoting sports clubs. A large number of sponsors were identified at sports clubs and for peak sporting organisations, with 9% to 17% being food or beverage companies. Most food companies did not meet independently-developed criteria for healthy sponsors. Children perceived sponsors to have positive brand attributes, with the greatest proportion agreeing that sponsors were ‘cool’, exciting and fun. Children also reported that sponsorship encouraged them to purchase sponsors’ products. Parents and the junior sporting community were supportive of regulatory interventions to restrict unhealthy food and beverage company sponsorship at children’s sport. Unhealthy food and beverage sponsorship of children’s sport is widespread and influences children’s perceptions of these companies and reported purchasing habits. Regulatory action is required to reduce children’s exposure to this marketing. Such regulatory intervention is possible and is unlikely to have a significant impact on the financial capability of the community sport sector. ii ACKNOWLEDGEMENTS I would like to thank my excellent supervisors Professors Louise Baur and Adrian Bauman for all of their time, expertise, encouragement and humour throughout my PhD. I have felt extremely well supported and guided throughout this process. The professional insights and experience that you have shared have taught me so much, which I will continue to apply in my future research. Thank you to the rest of the research team involved in this project, including Kathy Chapman and Associate Professor Ben Smith for your valuable input and enthusiasm towards this project. Special thanks particularly to Lesley King, who has been an inspiration to me throughout this PhD and in my research career so far. Lesley is one of the most politically savvy, informed and inquiring people that I have had the pleasure of knowing. Thank you also to Shay Saleh, Alicia Ryan and Holly Farthing for their work in conducting interviews, and particularly for all of the early Saturday morning starts and wet weather club visits. Thanks to all of my colleagues and friends at the Prevention Research Collaboration for making research and work so enjoyable and fun. In particular, thanks to my ‘roomy’ Dr Lou Hardy for ensuring there was never a dull day in the office! I am very appreciative of Cancer Council NSW and the Australian Research Council who provided funding support for this project as part of an ARC Linkage Grant (LP0989387). Thank you also to all of the sports clubs, regional sporting associations, parents, children and health/sport professionals who participated in this research. This project would not have been possible without your enthusiastic and generous contribution. Thank you to the Australian Sports Commission for kindly providing data from the children’s Exercise, Recreation and Sport Survey; and to Brianna Wallace and Matt Balogh from McNair Ingenuity Research. Much love and gratitude to my parents Karen Saupin and Colin Kelly for their support and love throughout my never ending schooling. Most importantly, thanks to my best friend and partner Andrew Gillott and our gorgeous daughter Chutney, who lay stoically beside me for many, many hours while I wrote this thesis. She deserves an honorary PhD in sleeping. While you’ll both probably never read through this whole tome (one of you for obvious reasons), your love, support, friendship and sense of humour give me happiness every day. iii NOTE ON THE AUTHOR’S CONTRIBUTION I hereby declare that I have not submitted this material, either in full or in part, for a degree at this or any other institution. The research was developed by the candidate with support from the research team, including Professor Louise Baur, Professor Adrian Bauman, Lesley King, Kathy Chapman and Associate Professor Ben Smith. The research team have been listed as co-authors in publications arising from this work. I was responsible for instigating the research questions, reviewing literature, gaining ethics approval, recruiting and training staff, survey design, data collection, analysis of data, interpretation of results, overseeing the writing of peer-reviewed papers and liaising between members of the research team. Assistance with data collection for Chapters 4, 6 and 7 was provided by Shay Saleh; and Alicia Ryan and Holly Farthing provided assistance during visits to sports clubs (Chapter 7). McNair Ingenuity Research was commissioned to conduct field work for Chapter 8, involving computer assisted telephone interviews and an online survey. iv PUBLICATIONS ARISING FROM THIS STUDY The following published peer-reviewed journal articles and conference abstracts are a direct result of the research undertaken in this thesis: Journal publications Kelly B, Baur LA, Bauman AE, King L. Tobacco and alcohol sponsorship of sporting events provide insights about how food and beverage sponsorship may affect children’s health. Health Promotion Journal of Australia 2011, 22 (2): 91-96. Kelly B, Baur LA, Bauman AE, King L, Chapman K, Smith BJ. Food and drink sponsorship of children’s sport in Australia: who pays? Health Promotion International 2011, 26 (2): 188-195. Kelly B, Baur LA, Bauman AE, Saleh S, Smith BJ, King L, Chapman K. Role modelling unhealthy behaviours: an analysis of food and drink sponsorship of peak sporting organisations. Health Promotion Journal of Australia 2011, 22 (1): 72-75. Kelly B, Baur LA, Bauman AE, King L, Chapman K, Smith BJ. Restricting unhealthy food sponsorship: attitudes of the sporting community. Health Policy 2012, 104 (3): 288-295. Kelly B, Baur LA, Bauman AE, King L, Chapman K, Smith BJ. “Food company sponsors are kind, generous and cool”: (Mis)conceptions of junior sports players. International Journal of Behavioral Nutrition and Physical Activity 2011, 8 (95): doi:10.1186/479-5868-8-95. Kelly B, Baur LA, Bauman AE, King L, Chapman K, Smith BJ. Views of children and parents on limiting unhealthy food, drink and alcohol sponsorship of elite and children’s sports. Public Health Nutrition 2012, doi:10.1017/S1368980012001188. v Related publications (based on non-sponsorship related questions in surveys/website analysis) Kelly B, Baur LA, Bauman AE, King L, Chapman K, Smith BJ. Examining opportunities for healthy eating promotion at children’s sports clubs. Australian and New Zealand Journal of Public Health. 2010, 34 (6): 583-588. Kelly B, Baur, LA, Bauman AE, Saleh S, Smith BJ, King L, Chapman K. Health promotion in sport: an analysis of peak sporting organisations’ health policies. Journal of Science and Medicine in Sport 2010. 13: 566-567. Peer-reviewed conference presentations American Public Health Association Conference – October 2011, Washington DC - Poster presentation: “Food company sponsors are kind, generous and cool”: (Mis)conceptions of junior sports players Menzies Centre for Health Policy, Emerging Health Policy Conference – August 2011, University of Sydney - Oral presentation: “Food company sponsors are kind, generous and cool”: (Mis)conceptions of junior sports players International Society for Behavoral Nutrition and Physical Activity - June 2011, Melbourne - Symposium: Public health research on food marketing: can it guide policy? Influencing Public Health Policy and Practice through the Next Generation of Researchers – November 2010, University of Sydney - Oral presentation: Food company sponsorship of children’s sport: publicity or philanthropy? International Congress on Obesity – July 2010, Stockholm - Poster presentation: Food company sponsorship of children’s sport: publicity or philanthropy? (nominated for Best Poster prize) - Poster presentation: Examining opportunities for healthy eating promotion at children’s sports clubs vi TABLE OF CONTENTS Abstract ........................................................................................................................ ii Acknowledgements .........................................................................................................
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