“Food company sponsors are kind, generous and cool”: (Mis)conceptions of junior sports players

Introduction: Children's exposure to unhealthy food marketing contributes to the obesity-promoting environment. Globally, sponsorship is one of the fastest growing forms of marketing exceeding US$45 billion in commercial value. This study assessed Australian children's perceptions of sport sponsors and the junior sporting community's attitudes towards sponsorship. Methods: Sports clubs (n=20) known to have food company sponsors and representing the most popular sports for Australian children across a range of demographic areas were recruited. Interviews were conducted at clubs with parents (n=200), children aged 10-14 (n=103) and sports officials (n=20), and with governing associations of participating clubs (n=20). Questionnaires measured children's awareness of sponsors and subsequent product purchase and consumption intentions. Parents' and officials' support for policies to restrict unhealthy food company sport sponsorship was assessed. Results: Most children (68%) could recall sponsors of their club; with children naming a median of two sponsors each, including one food sponsor. Children thought food companies sponsored sport to help out clubs (85%), perceived food sponsors as ‘cool' (69%), and liked to return the favor by buying sponsor's products (59%). Children aged 10-11 were more likely to think about sponsors when buying something to eat/drink compared to older children (P=0.005). Fifty percent of officials and 70% of parents supported restrictions to children's sport sponsorship. Discussion: Food company sponsorship influences children's brand awareness and attitudes, potentially contributing to poor eating habits. Restricting unhealthy food company sport sponsorship is supported by the junior sporting community and is required to reduce the promotional effects of this marketing.