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Int J Public Health. 2014 Oct;59(5):829-32. doi: 10.1007/s00038-014-0568-4. Epub 2014 Jun 6.

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

Author information

1
Department of Humanities, Limerick Institute of Technology, Moylish, Co Limerick, Republic of Ireland, Frank.Houghton@LIT.ie.

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.

PMID:
24903926
DOI:
10.1007/s00038-014-0568-4
[Indexed for MEDLINE]

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