Children's awareness of alcohol sponsorship of sport in Ireland: Munster Rugby and the 2008 European Rugby Cup

Frank Houghton, Lisa Scott, Sharon Houghton, Christopher Alan Lewis

Research output: Contribution to journalArticlepeer-review

Abstract

OBJECTIVES: Examined children's awareness of sport sponsorship in Ireland, focussing on the 2008 European Rugby Cup win by Munster Rugby.

METHODS: Following the Munster Rugby win in 2008, a cross-sectional sample of 1,175 children (7-13 years) in 11 National Schools in Ireland were asked which company sponsored "the cup that Munster won" and were then asked to name the product made by that company.

RESULTS: Significantly higher level of awareness of the sponsor by children in Munster (69.9 %) to those outside Munster (21.5 %). No significant difference in the level of awareness of their product (alcohol) by location (inside Munster 75.9 %, outside Munster 83.6 %).

CONCLUSIONS: These findings support the view for an immediate introduction of legislation banning the sponsorship of sport.

Original languageEnglish
Pages (from-to)829-832
Number of pages4
JournalBMC Public Health
Volume59
Issue number5
DOIs
Publication statusPublished - 6 Jun 2014
Externally publishedYes

Keywords

  • Adolescent
  • Advertising/statistics & numerical data
  • Alcoholic Beverages/statistics & numerical data
  • Child
  • Cross-Sectional Studies
  • Female
  • Football
  • Health Knowledge, Attitudes, Practice
  • Humans
  • Ireland
  • Male
  • Marketing/statistics & numerical data
  • Surveys and Questionnaires

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