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

Frank Houghton; Lisa O'Rourke Scott; Sharon Houghton; Christopher Alan Lewis

doi:10.1007/s00038-014-0568-4

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

Frank Houghton, Lisa O'Rourke Scott, Sharon Houghton, Christopher Alan Lewis

Research output: Contribution to journal › Article › peer-review

17 Citations (Scopus)

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.

Original language	English
Pages (from-to)	829-832
Number of pages	4
Journal	International Journal of Public Health
Volume	59
Issue number	5
DOIs	https://doi.org/10.1007/s00038-014-0568-4
Publication status	Published - 28 Sep 2014

Keywords

Alcohol
Children
Ireland
Sponsorship
Sport

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10.1007/s00038-014-0568-4

Cite this

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abstract = "Objectives: Examined children{\textquoteright}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.",

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

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