Houghton, Frank and Scott, Lisa and Houghton, Sharon and Lewis, Christopher Alan (2014) Children's awareness of alcohol sponsorship of sport in Ireland: Munster Rugby and the 2008 European Rugby Cup. International Journal of Public Health, 59, (5), pp. 829-832. doi: 10.1007/s00038-014-0568-4.
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.
J Health care, prevention, harm reduction and treatment > Prevention by setting > Sports based prevention
MP-MR Policy, planning, economics, work and social services > Financial management > Sponsorship
MP-MR Policy, planning, economics, work and social services > Marketing and public relations (advertising)
T Demographic characteristics > Child / children
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