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Obesity & Fast Food/Non-Alcoholic Sponsorship of Sporting Events: A Moral Dilemma
Dr. Karen DanylchukThe University of Western OntarioLondon, Canada
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Challenges and Dilemmas Facing Sport Managers Regarding Partnerships
Challenges lead to dilemmasDilemmas = “perplexing situations”Dilemmas are often “ethical” (what is right?)
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DilemmasWho should our organizations partner with in their day-to-day operations?Should there be any restrictions?Who should sponsor our sporting events?Who should make these decisions?
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Current Status of Sport Industry
Sport has become a giant industryIncreases in interest & opportunities for participation & spectatorship for a diversity of groups has lead to corresponding increase in goods & servicesRecreation & leisure sports the largest segment with university sport a large sub-segment
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Organizations require funding
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The “Corporatization” of the University
Universities form external partnerships with the corporate community Commercial involvement = reality & often a necessity
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To what extent is this involvement appropriate & ethical?Fear of loss of control & compromise of educational principles
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Examples of Commercial Involvement
Donors get their names on buildings, faculties, institutes, etc.Research support (e.g, pharmaceutical companies)
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Intercollegiate Athletics
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Who is an appropriate partner?
Increased reliance on corporate support
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The Case of Tobacco & Alcohol Conflicting debate
Alcohol is more socially acceptable
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OpponentsHypocritical to use a product that is detrimental to one’s health to promote an activity that exemplifies a healthy & fit lifestyleConcern with exposing young people
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Proponents
Sport event organizers believe banning these types of sponsors will lead to the loss of their eventTobacco & alcohol companies want exposure, brand awareness, sales
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Current Status
Legislation in some countries to regulate the involvement of tobacco & alcohol sponsorsCanada, New Zealand, Norway, United Kingdom, France …
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Food & non-alcoholic beverage sponsorship & its link to obesity: Is it any worse than tobacco or alcohol?
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Status of Obesity Worldwide#1 health issue in many countries (WHO, 2006)Epidemic, pandemic, “globesity”, “diabesity”Heart disease, diabetes …
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State Comparisons (CDC’s BRFSS, 2007)
Colorado lowest (18.7%)New Hampshire 17th (24.4%)Mississippi highest (32%)
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Obesity Trends Among Canadian Adults 1985-1998 (Can. Health Promotion Surveys)
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Obese Canadian adult numbers have doubled since the late 1970s and adolescent numbers have tripledRates are similar in boys and girlsFor 2-5 yr olds, rates are unchanged from 1978/79 Canadians have slightly lower obesity rates than U.S.1 in 4 Canadian children is obese.20% adults in cities & 30% in rural areas are obese
(Canadian Community Health Survey, 2004)
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International Obesity Task Force (2006)
Parents will have higher life expectancy than their childrenPrevalence of obesity increased in all countries studiedPercentages of overweight children expected to increase in poorer countriesInfiltration of Western fast food outlets & habitsMexico, Chile, Brazil, Egypt comparable to industrialized countries By 2010, 1 in 5 children will be overweight in ChinaIndia has a problem despite 45% malnutrition amongst children (World Bank, 2005)Japan & Korea lowest
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Conclusionobesity is EVERYWHERE, even in developing countrieschildren are exposed to world’s marketing power, primarily through advertisingemphasize prevention rather than treatment
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Measures to Combat Obesity
Public awareness & educationSchool cafeteriasPhysical educationTax breaks for parentsLabellingPricing structuresAdvertising legislationHealth policies & strategies
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The Premise
If type of product used as a sponsor influences consumers, then having sponsors linked to less healthy food & drink may contribute to obesity
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Is this morally & ethically responsible?Is this socially responsible?
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Corporate Social Responsibility
GlobeScan research done for Hewlett-Packard Canada Co. in Mar. 200792% people surveyed said they are more likely to purchase products from companies that are socially & environmentally responsible91% people prefer to work for the sameBottom line is companies must embrace CSR & make it part of their brand message
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Purpose of this Study
1. Garner consumer opinion toward food (healthy & non-healthy choice) & beverage (non-alcoholic) sponsorship of sporting events -Tobacco & alcohol also under study
2. Determine the viewpoints according to behavioral (smoking, drinking, exercise habits) & demographic (gender, age, educational background) variables
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Research Questions1. Are food & beverage products appropriate
sponsors for sporting events?2. Is there any distinction between the types
of food & beverage products (i.e., healthy vs non-healthy) in regard to sponsorship?
3. Is food & beverage viewed any differently than tobacco & alcohol as sponsors?
4. Should government legislation control the involvement of these sponsors?
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Two Phases of the Study
Phase 1 = quantitative approach using a written surveyPhase 2 = qualitative approach using focus groups
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Phase 1 – Written Survey
Written survey (N = 253) University studentsFitness club membersOlder adults
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Comparison of Sponsors
Attitudes towards food/non-alcoholic beverages more favourable than alcohol & tobaccoMost appropriate: water, sport drinks, energy bars, cereal, juice, tea/coffeeLeast appropriate: tobacco, wine, liquor, fast food, beer
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Best Sponsors?
1. Sporting goods (57%)2. Sport drinks & water (52%)3. Healthier type foods (24%)4. Financial institutions (19%)
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Worst Sponsors?
1. Tobacco (60%)2. Liquor (29%)3. Fast food (23%)
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Government Legislation?
Not in favour
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Suitability of Sponsors
Varying opinionsHarmful health effects of tobacco & alcoholNegative impact on athletesConsumer’s “choice”
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Phase 2 – Focus Groups
2 focus groups (N = 12)students, professors, coaches, athlete, personal trainer, hospital administrator, physicians, event coordinator, marketing coordinator, sponsor
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Decision on Type of Sponsor
Potential $ of sponsor“fit” or “match”Company’s corporate imageCompany’s beliefs, business ethics, values
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Suitability of a Sponsor
Sport connection? Any “match”?Suitability to the audienceSuitability to the athlete (i.e., healthy connection grounded in good research)Company’s corporate imageEvaluate degree of “harm”
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Inappropriate Sponsors
Soft drink, tobacco, & alcohol sponsors inappropriate for childrenThose who send a negative message through their product (e.g., poor treatment of employees)
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Appropriate Sponsors
Those promoting “health”, such as governing agencies, health foods, health clubsOthers not necessarily sport-related, but with positive reputations (e.g., transportation, technology)
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Government Legislation?
Mixed opinionsGovernment should begin with product placement legislation (e.g., movies, TV)Research needs to be clearerDon’t eliminate pro-choiceSomething must be done to address the obesity issue (e.g., tax on junk food)
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Limitations of this Study
Sample was more highly educated & more conscious of their lifestyle habits (i.e., non-smokers, physically active) than the general population – therefore, not representative of sport fans/spectatorsCanadian citizens
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Implications for Sponsee/Event Marketer
Type & fit are important considerationsAssess the degree of harmA challenge to run events without tobacco, alcohol, & food/non-alcoholic beverages BUT should consider CSR in selection of sponsors
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Implications for Sponsor
Leverage their association with the sponsee & promote how their products/services support healthy initiatives reflected in sportAlready being done by many companies through the addition of healthy choicesMore socially responsible advertising
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Implications for Consumer
Must take responsibility in learning more about diet & nutrition, & making healthier choicesChallenge in light of economy
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Where does one draw the line?
Banks, cars, & cellphonesIs there ANY appropriate partner/sponsor fit????
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Concluding Reflections
Economic challenges + corporatization = ethical & social responsibility dilemmas regarding partnersRealize the pros & cons of the optionsMake the “best” decision for the organizationTobacco & the environment have been dealt with successfully so why not other products?
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