Curtin University Homepage
  • Library
  • Help
    • Log in

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

    Unhealthy sponsorship in sport: a case study of the AFL

    Access Status
    Fulltext not available
    Authors
    Sartori, A.
    Stoneham, M.
    Edmunds, Melinda
    Date
    2018
    Type
    Journal Article
    
    Metadata
    Show full item record
    Abstract

    © 2018 The Authors Objective: To analyse the presence of unhealthy sponsorship on Australian Football League (AFL) club websites and player uniforms. Methods: An audit of AFL club websites and playing uniforms identified sponsors and used a traffic light system to categorise sponsors. Food and beverage sponsors were classified as Red, Amber or Green using nutrient criteria. Alcohol sponsors were classified as Red. Gambling sponsors were classified as Red (wagering companies and casinos) or Amber (venues that provide gambling and other services). Sponsors promoting healthy lifestyle concepts were classified as Green. All other sponsors were classified as Other. Results: Unhealthy sponsorship on AFL club websites and player uniforms is extensive. All 18 clubs had at least one Red sponsor. Fifteen clubs were sponsored by alcohol companies. Five clubs featured Red sponsor logos on their playing uniforms. Twelve clubs had Green sponsors. No clubs displayed Green sponsors on their playing uniforms. Conclusions: This study identified that unhealthy sponsorship is prevalent on AFL club websites and playing uniforms. Implications for public health: Sponsorship offers companies an avenue to expose children and young people to their brand, encouraging a connection with that brand. The AFL could reinforce healthy lifestyle choices by shifting the focus away from the visual presence of unhealthy sponsorship, while taking steps to ensure that clubs remain commercially viable. Policy makers are encouraged to consider innovative health promotion strategies and work with sporting clubs and codes to ensure healthy messages are prominent.

    Citation
    Sartori, A. and Stoneham, M. and Edmunds, M. 2018. Unhealthy sponsorship in sport: a case study of the AFL. Australian and New Zealand Journal of Public Health. 42 (5): pp. 474-479.
    Source Title
    Australian and New Zealand Journal of Public Health
    DOI
    10.1111/1753-6405.12820
    ISSN
    1326-0200
    School
    Public Health Advocacy Institute of WA
    URI
    http://hdl.handle.net/20.500.11937/71875
    Collection
    • Curtin Research Publications

    Related items

    Showing items related by title, author, creator and subject.

    • Community junior sport sponsorship: an online experiment assessing children’s responses to unhealthy food v. pro-health sponsorship options
      Dixon, H.; Scully, M.; Wakefield, M.; Kelly, B.; Pettigrew, Simone (2017)
      Copyright © The Authors 2017 Objective: To explore children’s responses to sponsorship of community junior sport by unhealthy food brands and investigate the utility of alternative, pro-health sponsorship options. Design: ...
    • Profile of champions in health promotion in a community setting : an exploratory study
      Osseiran-Moisson, Rebecca (2011)
      Chronic diseases such as cardiovascular diseases and diabetes can be prevented by acting on risk factors such as tobacco use, an unhealthy diet and lack of exercise. As behaviour is influenced at multiple levels, individual ...
    • Game on: do children absorb sports sponsorship messages?
      Pettigrew, Simone; Rosenberg, M.; Ferguson, R.; Houghton, S.; Wood, L. (2013)
      OBJECTIVE: It is likely that there are substantial subconscious effects of organizations’ efforts to associate their products with sport via sponsorships, but most research methods are unable to capture these effects. The ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorsTitlesSubjectsDocument TypesThis CollectionIssue DateAuthorsTitlesSubjectsDocument Types

    My Account

    Log in

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Connect with Curtin

    • 
    • 
    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158