Obesity & Fast Food/Non-Alcoholic Sponsorship of Sporting Events: A Moral Dilemma

Dr. Karen DanylchukThe University of Western OntarioLondon, Canada

Challenges and Dilemmas Facing Sport Managers Regarding Partnerships

Challenges lead to dilemmasDilemmas = “perplexing situations”Dilemmas are often “ethical” (what is right?)

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?

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

Organizations require funding

The “Corporatization” of the University

Universities form external partnerships with the corporate community Commercial involvement = reality & often a necessity

To what extent is this involvement appropriate & ethical?Fear of loss of control & compromise of educational principles

Examples of Commercial Involvement

Donors get their names on buildings, faculties, institutes, etc.Research support (e.g, pharmaceutical companies)

Intercollegiate Athletics

Who is an appropriate partner?

Increased reliance on corporate support

                                                                                

                                                                                

                                                                                

                                                                                

                                                                                

                                                                                

                                                                                

                                                                                

                                                                                

The Case of Tobacco & Alcohol Conflicting debate

Alcohol is more socially acceptable

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

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

           

Current Status

Legislation in some countries to regulate the involvement of tobacco & alcohol sponsorsCanada, New Zealand, Norway, United Kingdom, France …

Food & non-alcoholic beverage sponsorship & its link to obesity: Is it any worse than tobacco or alcohol?

                                                                                                                                           

                                                                

Status of Obesity Worldwide#1 health issue in many countries (WHO, 2006)Epidemic, pandemic, “globesity”, “diabesity”Heart disease, diabetes …

State Comparisons (CDC’s BRFSS, 2007)

Colorado lowest (18.7%)New Hampshire 17th (24.4%)Mississippi highest (32%)

Obesity Trends Among Canadian Adults 1985-1998 (Can. Health Promotion Surveys)

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)

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

Conclusionobesity is EVERYWHERE, even in developing countrieschildren are exposed to world’s marketing power, primarily through advertisingemphasize prevention rather than treatment

Measures to Combat Obesity

Public awareness & educationSchool cafeteriasPhysical educationTax breaks for parentsLabellingPricing structuresAdvertising legislationHealth policies & strategies

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

                                                                                      

                                                                                      

Is this morally & ethically responsible?Is this socially responsible?

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

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

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?

Two Phases of the Study

Phase 1 = quantitative approach using a written surveyPhase 2 = qualitative approach using focus groups

Phase 1 – Written Survey

Written survey (N = 253) University studentsFitness club membersOlder adults

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

Best Sponsors?

1. Sporting goods (57%)2. Sport drinks & water (52%)3. Healthier type foods (24%)4. Financial institutions (19%)

Worst Sponsors?

1. Tobacco (60%)2. Liquor (29%)3. Fast food (23%)

Government Legislation?

Not in favour

Suitability of Sponsors

Varying opinionsHarmful health effects of tobacco & alcoholNegative impact on athletesConsumer’s “choice”

Phase 2 – Focus Groups

2 focus groups (N = 12)students, professors, coaches, athlete, personal trainer, hospital administrator, physicians, event coordinator, marketing coordinator, sponsor

Decision on Type of Sponsor

Potential $ of sponsor“fit” or “match”Company’s corporate imageCompany’s beliefs, business ethics, values

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”

Inappropriate Sponsors

Soft drink, tobacco, & alcohol sponsors inappropriate for childrenThose who send a negative message through their product (e.g., poor treatment of employees)

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)

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)

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

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

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

Implications for Consumer

Must take responsibility in learning more about diet & nutrition, & making healthier choicesChallenge in light of economy

Where does one draw the line?

Banks, cars, & cellphonesIs there ANY appropriate partner/sponsor fit????

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?