Latest News

Back to Latest News back

 

Fast food sponsorship swamps childrens sport

Fast food sponsorship swamps childrens sport
June 10, 2014

Newly published research has found that Australian children are being bombarded with unprecedented levels of fast food and sugary drink advertising via companies sponsoring community sports clubs.

Children are being exposed to unhealthy messages for up to four hours per week during community sport, a rate researchers have described as exceedingly large.

The research comes as an international report last week revealed Australia’s adult obesity level is growing at one of the fastest rates in the world, while about one in four children are either overweight or obese.

The study, published by Sports Medicine Australia (SMA) in the upcoming edition of The Journal of Science and Medicine in Sport, combined information about children’s participation in community sport with data on known patterns of food and drink sponsorship of NSW sports clubs, to estimate population rates of children’s exposure to sponsorship messages during sporting activities.

Lead author Dr Bridget Kelly, School of Health and Society, University of Wollongong, said her research team was staggered by the sheer magnitude of children’s cumulative exposure to these unhealthy messages.

Dr Kelly explained “with nearly two-thirds of all children participating in organised sport regularly, it is deeply concerning to see such a high frequency of fast food and sugary drink sponsorship at local sports clubs undermining the great health benefits of kids sport.

“Earlier research has already established that kids have high recall and awareness of the sponsors of their own clubs – particularly those featuring sports stars – associating them with positive brand attributes.

“Our study shows that fast food and sugary drink sponsorship of children’s sport is pervasive, with opportunities for company branding ranging from signage on uniforms and on field, to vouchers and other promotions.

“Kids playing outdoor cricket and rugby league were exposed to the greatest amount of unhealthy messages.”

Dr Kelly said the high rate of children’s exposure to unhealthy food and drink marketing across a variety of mediums was widely recognised as a significant contributor to childhood obesity rates.

She added “if we are serious about tackling Australia’s childhood obesity epidemic, we need to limit children’s exposure to these unhealthy messages – particularly in environments that should be promoting activity and healthy initiatives such as community sport.

“With poor diet, obesity and physical inactivity identified as some of the major factors contributing to the burden of disease, our study reinforces the need for Government, peak sporting bodies and local sporting clubs to work together to implement initiatives to limit this sort of sponsorship across community sport.”

The study, Population estimates of Australian children’s exposure to food and beverage sponsorship of sports clubs will appear in the upcoming edition of The Journal of Science and Medicine in Sport.

Click here to visit the Sport Medicine Australia website.

2nd February 2014 - HEALTH GROUPS URGE AUSTRALIAN GOVERNMENT TO CURB THE JUNK FOOD INDUSTRY 

12th June 2013 - AUSTRALIAN AND NEW ZEALAND SPORT SPONSORSHIP MARKET WORTH $927 MILLION

15th February 2011 - SPORTING STARS ENCOURAGE JUNK FOOD CONSUMPTION

24th August 2010 - NEW CAMPAIGN HIGHLIGHTS BENEFITS OF CLUB SPORTS FOR KIDS

13th April 2010 - ONE IN THREE OF THE WORLD’S CHILDREN ARE COUCH POTATOES

29th June 2009 - NUTRI-GRAIN AND BILLABONG MOST RECOGNISED SPORTS SPONSORS

 


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Fun Wheels Pty Ltd

Fun Wheels Pty Ltd are the premium dealer in Australasia for the Dutch company BERG’s commercial and domestic products. Our flagship product is their revolutionary pedal go-kart – the…

read more

Attractions / Tourism / Venues

 
 

Jonas Leisure

JonasLeisure offers a complete range of leading leisure and recreation software brands – envibe, Centaman, Gladstone Health & Leisure, The Retention People, Nutrition Complete and…

read more

Aquatics / Billing / Fitness / Recreation / Sport

 
 

LIFE FLOOR (Aus & NZ)

Our team believes floors should be beautiful, comfortable, and engineered for safety, even when wet. Life Floor tiles meet six unique performance based standards: slip-resistance, impact absorption,…

read more

Aquatics / Play / Recreation / Safety / Surfaces

 
 

AUSFIT

Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…

read more

Billing / Finance / Fitness / Technology

 
 

AUSTRALIAN WATERSLIDES AND LEISURE

A leading designer and manufacturer of innovative waterslides and attractions, Australian Waterslides and Leisure (AWL) is also able to advise clients in the areas of concept and design, feasibility…

read more

Aquatics / Attractions / Play / Waterparks

 
 

Altitude Training Systems

ATS are global leaders in altitude training and research. From mask systems and inflatable tents to simulated altitude facilities, we help all athletes gain the competitive edge. Our…

read more

Fitness / Sport / Technology

 
 
 

Felton Industries

Felton Industries is Australia’s leading designer, manufacturer and supplier of quality outdoor furniture and has been supplying premium seating solutions for all sporting, commercial, community…

read more

Parks / Play / Recreation / Sport / Venues

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business