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Prevalence; value and food marketing methods of food-related sponsorship and contracts in Canadian recreation and sport facilities
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DOI：10.1017/S1368980025101699.png)
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Abstract
En 中文
Objective:To examine the prevalence; financial value and marketing leveraging methods of food sponsorship agreements and food service contracts in Canadian recreation and sport facilities (RSF).Design:Cross-sectional survey using descriptive analysis. RSF managers and directors reported the number; value and types of marketing leveraging methods used in food-related sponsorship agreements and food service contracts.Setting:Publicly funded RSF in nine Canadian provinces that provide indoor sport programming for children and youth.Participants:Eighty-six RSF representatives completed the survey (response rate: 73·9 %). Most facilities were municipally owned and located in urban settings; over 70 % served children under 13 years of age.Results:Food sponsorship agreements and food service contracts were reported by 36·5 % and 65·5 % of RSF; respectively. Financial donations were included in 88·6 % of sponsorship agreements and 27·4 % of contracts. Sponsors contributed a median of 25·0 % (IQR: 13·9–83·3 %) of total sponsorship income; with a median annual donation per sponsor of $1375). Nearly all agreements and contracts included at least one food marketing leveraging method. Branded signage was the most common in sponsorship agreements (64·6 %); while equipment donation was the most common in food service contracts (52·2 %).Conclusions and Implications:Food sponsorship and service agreements are prevalent in Canadian RSF and include financial and in-kind contributions that may benefit facilities. However; the marketing leveraging methods used – such as branded signage and product provision – may also increase children’s exposure to food marketing. Greater monitoring and evaluation of these marketing practices are needed; especially in the context of proposed national marketing restrictions.
Keywords:
Food marketing
Food
Nutrition
Children
Sport
Sponsorship
Marketing communications
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