Houghton, Frank and Scott, Lisa and Houghton, Sharon and Lewis, Christopher Alan (2014) Children's awareness of alcohol sponsorship of sport in Ireland: Munster Rugby and the 2008 European Rugby Cup. International Journal of Public Health, 59, (5), pp. 829-832. doi: 10.1007/s00038-014-0568-4.
Objectives
Examined children's awareness of sport sponsorship in Ireland, focussing on the 2008 European Rugby Cup win by Munster Rugby.
Methods
Following the Munster Rugby win in 2008, a cross-sectional sample of 1,175 children (7-13 years) in 11 National Schools in Ireland were asked which company sponsored "the cup that Munster won" and were then asked to name the product made by that company.
Results
Significantly higher level of awareness of the sponsor by children in Munster (69.9 %) to those outside Munster (21.5 %). No significant difference in the level of awareness of their product (alcohol) by location (inside Munster 75.9 %, outside Munster 83.6 %).
Conclusions
These findings support the view for an immediate introduction of legislation banning the sponsorship of sport.
J Health care, prevention, harm reduction and treatment > Prevention by setting > Sports based prevention
MP-MR Policy, planning, economics, work and social services > Financial management > Sponsorship
MP-MR Policy, planning, economics, work and social services > Marketing and public relations (advertising)
T Demographic characteristics > Child / children
Click here to request a copy of this literature (must be logged in)
Repository Staff Only: item control page