Children's Awareness of Food Company Sponsors in Sports
Author Information
Author(s): Kelly Bridget, Baur Louise A, Bauman Adrian E, King Lesley, Chapman Kathy, Smith Ben J
Primary Institution: University of Sydney
Hypothesis
Children would have a high recall of sponsors of both their own sports clubs and of their favourite elite sporting teams, and that younger children would be more influenced by this sponsorship.
Conclusion
Children's high recall of food and beverage company sport sponsors and their positive attitudes towards these sponsors and their promotions is concerning as this is likely to be linked to children's food preferences and consumption.
Supporting Evidence
- 68% of children could recall sponsors of their sports club.
- 47% of children could recall sponsors of their favorite elite sporting team.
- 86% of children received a voucher from a food or beverage company for good sport performance.
Takeaway
Kids remember the food companies that sponsor their sports teams and think they're cool, which might make them want to buy unhealthy snacks.
Methodology
Interview-based questionnaires were conducted with children aged 10-14 years at sports clubs to assess their recall of sponsors and attitudes towards them.
Potential Biases
Children's perceptions may be influenced by the presence of sponsors' logos and promotional materials during the survey.
Limitations
The study relied on self-reported data, which may not accurately reflect actual purchasing behaviors.
Participant Demographics
{"age_range":"10-14 years","gender_distribution":{"female":42,"male":61},"socioeconomic_status":{"low":34,"medium":50,"high":19}}
Statistical Information
P-Value
p<0.01
Statistical Significance
p<0.01
Digital Object Identifier (DOI)
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