Commercial determinants of health and sport sponsorship

Ireland, R., Bunn, C. , Reith, G. , Philpott, M., Capewell, S., Boyland, E. and Chambers, S. (2019) Commercial determinants of health and sport sponsorship. Bulletin of the World Health Organization, 97(4), pp. 290-295. (doi: 10.2471/BLT.18.220087) (PMID:30940986) (PMCID:PMC6438257)

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Tobacco, alcohol and foods that are high in fat, salt and sugar generate much of the global burden of noncommunicable diseases. We therefore need a better understanding of how these products are promoted. The promotion of tobacco products through sporting events has largely disappeared over the last two decades, but advertising and sponsorship continues by companies selling alcohol, unhealthy food and sugar-sweetened beverage. The sponsorship of sporting events such as the Olympic Games, the men’s FIFA World Cup and the men’s European Football Championships in 2016, has received some attention in recent years in the public health literature. Meanwhile, British football and the English Premier League have become global events with which transnational companies are keen to be associated, to promote their brands to international markets. Despite its reach, the English Premier League marketing and sponsorship portfolio has received very little scrutiny from public health advocates. We call for policy-makers and the public health community to formulate an approach to the sponsorship of sporting events, one that accounts for public health concerns.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Bunn, Dr Christopher and Chambers, Dr Stephanie and Reith, Professor Gerda and Ireland, Robin
Authors: Ireland, R., Bunn, C., Reith, G., Philpott, M., Capewell, S., Boyland, E., and Chambers, S.
Subjects:H Social Sciences > HV Social pathology. Social and public welfare
R Medicine > RA Public aspects of medicine
College/School:College of Medical Veterinary and Life Sciences > Institute of Health and Wellbeing > Social Scientists working in Health and Wellbeing
College of Social Sciences > School of Social and Political Sciences > Sociology Anthropology and Applied Social Sciences
Journal Name:Bulletin of the World Health Organization
Publisher:World Health Organization
ISSN (Online):1564-0604
Published Online:25 February 2019
Copyright Holders:Copyright © 2019 The Authors
First Published:First published in Bulletin of the World Health Organization 97(4): 290-295
Publisher Policy:Reproduced under a Creative Commons License

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