Sport Sponsorship And Public Health

This book examines the development of sport sponsorship and its impact on global public health. It argues that sport governing bodies should not continue to treat fans solely as consumers, and that a more ethical approach should be taken to sport sponsorship. Drawing on research from sport studies, marketing and public health, the book presents a brief history of advertising and marketing in sport, including the importance of tobacco in the development of sport sponsorship, before exploring key aspects of the contemporary relationship between sport and corporate sponsors, including mega-events, digital technologies and brand engagement. It offers an in-depth case study of sponsorship in the English Premier League – one of the world’s most successful sporting properties – before considering how sport might be better regulated, now and in the future, to better protect the interests of fans and other stakeholders from a health perspective. The book features a number of insightful images showcasing sport sponsorship in connection with tobacco, mega-events, alcohol, junk food and drink, and gambling over the years. Addressing a topical and hugely important issue, this is important reading for students, researchers, practitioners and policy makers with an interest in sport business and management, the ethics of sport, physical activity and health, event studies, marketing or public health.

This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is, for example, the opportunity for product category exclusivity--no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer. With global sponsorship spending totaling more than $51 billion, it is clear that many companies see this as an important promotional communication strategy. Instructors considering this book for use in a course may request an examination copy here.

It is a common assumption that sport is good for us and that participation in sport embodies public health benefits. With sport being increasingly used to deliver public health interventions worldwide, this book critically examines the rationale and evidence for sport as a public health policy tool. Featuring contributions from the United Kingdom, United States, Europe and Australia, it sheds new light on an emerging field of research which has significant implications for public health across the globe. Each chapter looks at the effectiveness of sport interventions across the lifespan for biological, psychological and social benefits, including those that utilise a settings-based approach to health promotion such as schools and professional sport clubs. Drawing on cutting-edge research which examines policy and practice at community and elite levels, this book addresses key topics such as education, engaging children and young adults, mental health, sport sponsorship and volunteering. Sport and Health: Exploring the Current State of Play is important reading for all students, scholars and policy makers with an interest in the sociology of sport, physical activity and public health.

This unique volume explores a growing collaboration between the sport and health sectors to deliver innovative public health interventions in the community. It explores the role of sport and sports settings as a vehicle for achieving health outcomes, as well as some of the practical and moral challenges presented by sport and public health partnerships working together. Twenty detailed examples illustrate the broad range of programs which have already been developed around the world, from across the spectrum of public health activity. Chapters include: • Time Out for Your Health: A sports-based health intervention approach with American football teams• Promoting Mental Wellbeing in Rugby League communities• Slum Soccer – female empowerment through football• Football 4 Peace• Sport as a post-disaster psychosocial intervention for children in Bam, Iran• Sex and Sport: An Australian rules football-based chlamydia screening initiative As well as showcasing what has been achieved in this exciting new field, Sports-based Health Interventions shares valuable advice and lessons learnt to inform the next generation of sports-based public health initiatives.

In the 30 years since the inception of the Unified Health System (Sistema Único de Saúde, or SUS), Brazil has reduced health inequalities, and improved coverage and access to health care. However, mobilising sufficient financing for the universal health coverage mandate of SUS has been a constant challenge, not helped by persistent inefficiencies in the use of resources in the Brazilian health system.

With resources for not-for-profit public sector organizations proving increasingly scarce, partnerships with the private sector are becoming progressively more important to the growth and support of not-for-profit organizations. Frequently, private sector organizations are seeking not-for-profit physical activity, health, and sport partners for the valuable and unique links to potential markets and brand associations. This mix creates controversy over if, how, and at what cost public health and physical activity goals can be achieved in partnership with private, profit-driven organizations. Public–Private Partnerships in Physical Activity and Sport is a guide for nonprofit, charity, and sport organizations in developing and maintaining strategic and responsible relationships with corporate partners. With its comprehensive and practical examination, this text is also relevant to private sector corporations seeking public sector partners and for agencies seeking to broker such partnerships. This text is drawn from the collaboration of leaders in public and private organizations, athletes, and academics who identified a need to provide formalized direction on partnerships between the public and private sectors. Authors O’Reilly and Brunette present a detailed discussion of the pros and cons of establishing partnerships between not-for-profits and private sector organizations. They also provide a thorough understanding of the issues and illustrate how a responsible implementation of these partnerships can benefit all parties involved. They offer strategies and tactics for finding, developing, implementing, and evaluating public–private partnerships and highlight how partnership and social marketing studies outside of public health and health promotion can inform these growing disciplines. Providing guidelines from the World Health Organization and other entities worldwide, this resource offers readers a framework for forming and maintaining beneficial partnerships. Readers will also find the Partnership Protocol, a public health-centered collaborative initiative led by ParticipACTION, which provides evidence-based public–private partnership guidelines for practitioners. A foreword by Kelly Murumets of ParticipACTION, an advocate of partnership building in the public health sphere, emphasizes the value of this resource in confronting the challenges of public–private partnerships in a thoughtful and responsible way. Throughout, Executive Perspective sidebars provide expert commentaries on partnership from experienced individuals in both private industry and public health organizations. These sidebars include Global Application questions that provide insight into issues and obstacles overcome in creating public–private partnerships in the contexts of public health and health care. Case studies throughout the book help readers understand how partnerships and social marketing strategies can be successfully implemented. This comprehensive text shows how public–private partnerships done properly expand markets, increase efficiency, provide resources, allow access to expertise, and provide platforms for marketing, activation, and programs. Public–Private Partnerships in Physical Activity and Sport provides information, guidance, and tools to help readers make partnerships work most effectively for their organizations according to their resources, scope, and purpose. Public–Private Partnerships in Physical Activity and Sport is part of the Physical Activity Intervention Series. This timely series provides educational resources for professionals interested in promoting and implementing physical activity programs to a diverse and often resistant population.

Healthy,safeandsustainabledietsareimportantforbothhumanandplanetaryhealth,andsportsevents ought to be an ideal setting to model and promote healthy eating as part of a healthy lifestyle. Yet, even with the best of intentions, foods and beverages high in fats, sugars or salt are typically abundant in and aroundstadiaduringlargeandsmallsportsevents,oftenconsumedinexcessbyfansonmatchdays,and are also frequently associated with sports-related marketing and sponsorships. The foods and beverages consumed at sports events contribute little to an individual’s overall diet, butthe total number of meals, snacks and beverages sold can be substantial. Providing a variety of healthy, delicious and easy-to-consume food while providing fewer options and smaller portions of unhealthy options within these environments can contribute to health, wellness and the prevention of diet-related noncommunicable disease. Likewise, the high visibility of sports mega-events, in particular, offers valuable opportunities for potentially larger impact reaching billions of fans worldwide, creating positive perceptions of healthier foods and beverages at the stadia and beyond. This document - intended for use by sports events organizers - proposes five actions to achieve healthier food and healthier food environments, and suggests related activities that can happen during the planning, operational and post-event phases of sports events. It may also be used by governments, local authoritiesandsportsstadiamanagerstocreateahealthypublicfoodprocurementandservicepolicyfor sport settings more generally.