Maintaining relevance: an evaluation of health message sponsorship at Australian community sport and arts events

Building Public Health Capacity through Organizational Change in the Sport System: A Multiple-Case Study within Australian Gymnastics

Sports clubs increasingly are settings for health promotion initiatives. This study explored organizational change processes and perceived facilitators and barriers relevant to implementing a health promotion initiative within gymnastics settings in New South Wales (NSW), Australia. A multiple-case design investigated the experiences of the state association (Gymnastics NSW) and five clubs from one region of NSW in a participatory Health-Promoting Gymnastics Clubs (HPGC) program. The program aimed to build the capacity of Gymnastics NSW to support affiliated clubs to become health-promoting settings. Interviews with organizational representatives explored their experiences of the program and identified factors that enabled or inhibited program adoption, implementation and sustainability. Facilitators and barriers identified included leadership and champions; organizational capacity and culture; priorities and timing; and characteristics of the HPGC framework. This multi-level, organizational change intervention demonstrated potential to create health-promoting gymnastics settings. Tailoring strategies in diverse club contexts required involvement of organizational leaders in program development and action planning. Despite positive impacts, pre-existing organizational culture inhibited integration of health promotion as a core value. Sustained organizational change may result from professional regulatory requirements (e.g., accreditation and affiliation), and policy directives and funding (for organizational change, not program delivery) from relevant government departments.

Critical success factors of public health sponsorship in Australia

Public health sponsorship is a unique phenomenon in Australia. The current research examines the critical success factors of Western Australian Health Promotion Foundation's (Healthway) sponsorship program, Australia's largest public health sponsorship program. Using stakeholder interviews and expert observational studies, two studies present five key success factors: (i) effective segmentation and targeting of health messages; (ii) collaboration between Healthway and partnering organization to leverage sponsored events; (iii) displacement of unhealth sponsorship; (iv) use of leveraging strategies to raise awareness of health messages; and (v) environmental changes that facilitate behavioural change. The current research provides insights into how and why sponsorship is an effective public health promotion tool.

The value of sponsor fit and sincerity when promoting health messages at sport and art events

Commercial companies invest in sport and arts sponsorship to align their brand with highly engaged spectators. Competing for spectator attention are government and non-government organizations promoting healthy lifestyles. This study investigated spectator engagement on the effectiveness of health messages promoted at sponsored events. Surveys from 2165 adults attending 28 sponsored events collected data on event engagement, health message awareness, behavioral intention, and perceptions of sponsor fit and sincerity. Spectators who were more highly engaged in the event showed significantly greater levels of awareness and acceptance of the health message (all P < 0.01). Path analysis showed that product and event interest were significantly related to both fit and sincerity, and perceived sponsorship fit was significantly associated with greater behavioral intention (all P < 0.01). Product, category and event interest, fit and sincerity were significantly greater for positive advocacy messages than neutral or negative advocacy messages (all P < 0.05). Health message sponsorship is assisted by spectator engagement and perceived fit of sponsored health messages. There exists greater potential to actively leverage spectator engagement to build or reinforce the perceived fit and sincerity of health messages to strengthen existing awareness and behavioral intention.

The impact of unhealthy food sponsorship vs. pro-health sponsorship models on young adults' food preferences: a randomised controlled trial

BACKGROUND

Unhealthy foods are promoted heavily, through food company sponsorship of elite sport, resulting in extensive exposure among young adults who are avid sport spectators. This study explores the effects of sponsorship of an elite sporting event by: (A) non-food brands (control), (B) unhealthy food brands, (C) healthier food brands, or (D) an obesity prevention public health campaign on young adults' brand awareness, attitudes, image perceptions, event-sponsor fit perceptions, and preference for food sponsors' products.

METHODS

A between-subjects web-based experiment was conducted, consisting of four sponsorship conditions (A through D) featuring three product categories within each condition. Australian adults (N = 1132) aged 18-24 years were recruited via a national online panel. Participants viewed promotional videos and news stories about an upcoming international, multi-sport event (with sponsor content edited to reflect each condition), completed a distractor task, and then answered questions assessing the response variables. Regression analyses were conducted to test for differences by sponsorship condition on the respective outcome measures.

RESULTS

Compared to the control condition, unhealthy food sponsorship promoted higher awareness of, and more favourable attitudes towards, unhealthy food sponsor brands. Unhealthy food sponsorship also led to greater perceived event-sponsor fit and transfer of perceptions of the sporting event to the unhealthy food sponsor brands, relative to the control group. Exposure to sponsorship for healthier foods produced similar sponsorship effects for healthier food sponsor brands, as well as prompting a significant increase in the proportion of young adults showing a preference for these products. Obesity prevention campaign sponsorship promoted higher campaign awareness and perceived event-sponsor fit, but did not impact food attitudes or preference for unhealthy versus healthier foods.

CONCLUSION

Findings suggest that restricting elite sport sponsorship to healthier food brands that meet set nutritional criteria could help promote healthier eating among young adults. Sporting organisations should be encouraged to seek sponsorship from companies who produce healthier food brands and government-funded social marketing campaigns.

CLINICAL TRIAL REGISTRATION

Australian New Zealand Clinical Trials Registry (ANZCTR) registration number ACTRN12618000368235 . Retrospectively registered 12 March 2018.