Fast food,fizz, and funding: Balancing the scales of regional sport organisation sponsorship |
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| Institution: | 1. Massey University, School of Sport, Exercise and Nutrition, Private Bag 11222, Palmerston North 4442, New Zealand;2. University of Windsor, Faculty of Human Kinetics, Canada;1. La Trobe University and University of Ottawa, 1 Kingsbury Drive, Bundoora, 3086, Australia;2. School of Human Kinetics, University of Ottawa, 125 University Private, Ottawa, ON, K1N 6N5, Canada;3. Brock University, Department of Sport Management, 1812 Sir Isaac Brock Way, St. Catherines, ON, Canada;1. University of Regina, Canada;2. University of Otago, New Zealand;1. Adelphi University, Department of Exercise Science, Health Studies, Physical Education, & Sport Management, 1 South Avenue, Woodruff Hall, Room 172, Garden City, NY 11530, United States;2. Oregon State University, Milam Hall 118L, 2520 SW Campus Way, Corvallis, OR 97331, United States;3. University of Ottawa, School of Human Kinetics, Faculty of Health Sciences, 125 University Private, Room 345, Otttawa, K1N 6N5, Canada;4. Ball State University, 2000 W. University Drive, Muncie, IN 47036, United States;5. University of Kentucky, College of Education, 127 Seaton Building, Lexington, KY 40506-0219, United States;6. University of British Columbia, Auditorium Annex, 1924 West Mall, Vancouver, BC V6T 1Z2, United States;7. University of Ottawa, Geographic, Statistical and Government Information Centre, 65 University Private, Morisset Hall, 309D, Ottawa, ON K1N 6N5, Canada;8. University of Toronto, 55 Harbord Street, Toronto, ON M5S 2W6, Canada;1. North Carolina State University, United States;2. Deakin University, Australia |
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| Abstract: | Tobacco, alcohol and gambling-related sport sponsorships have faced widespread scrutiny due to a critical consciousness that questions the alignment of unhealthy products and damaging addictive behaviours with a healthy activity such as sport. The purpose of this study was to explore how a public health agenda may influence rugby union organisations in their negotiation of sponsorship relationships with food and beverage companies. Interviews with a purposeful sample of New Zealand regional rugby organisation managers reveal the potential influence of emergent threats about government-regulated restrictive sponsorship measures on the delivery of community and youth sport. Findings indicate that many regional rugby organisations depend on sponsorships to fund required and desired activities. In addition, some organisations in more rural regions of New Zealand not only contend with the difficulty of securing sponsorships, but fear that criticism of, and impending restrictions on, fast-food and beverage companies are likely to have detrimental consequences for the provision of rugby. |
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| Keywords: | Public health Fast food Fizzy drinks Sport sponsorship Rugby union Sport organisation management |
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