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.
- Advertising/statistics & numerical data
- Alcoholic Beverages/statistics & numerical data
- Cross-Sectional Studies
- Health Knowledge, Attitudes, Practice
- Marketing/statistics & numerical data
- Surveys and Questionnaires