Transcript College Satisfaction and Success - Colby

Obesity & Fast Food/Non-Alcoholic
Sponsorship of Sporting Events:
A Moral Dilemma
Dr. Karen Danylchuk
The University of Western Ontario
London, Canada
Challenges and Dilemmas Facing Sport
Managers Regarding Partnerships
Challenges lead to dilemmas
Dilemmas = “perplexing situations”
Dilemmas are often “ethical” (what is
right?)
Dilemmas
Who 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 industry
Increases in interest & opportunities for
participation & spectatorship for a diversity of
groups has lead to corresponding increase in
goods & services
Recreation & leisure sports the largest
segment with university sport a large subsegment
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
Opponents
Hypocritical to use a product that is
detrimental to one’s health to promote
an activity that exemplifies a healthy &
fit lifestyle
Concern with exposing young people
Proponents
Sport event organizers believe banning
these types of sponsors will lead to the
loss of their event
Tobacco & alcohol companies want
exposure, brand awareness, sales
Current Status
Legislation in some countries to
regulate the involvement of tobacco &
alcohol sponsors
Canada, 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)
(Canadian Community Health Survey, 2004)
Obese Canadian adult
numbers have doubled since
the late 1970s and
adolescent numbers have
tripled
Rates are similar in boys and
girls
For 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
International Obesity Task Force
(2006)
Parents will have higher life expectancy than their children
Prevalence of obesity increased in all countries studied
Percentages of overweight children expected to increase in
poorer countries
Infiltration of Western fast food outlets & habits
Mexico, Chile, Brazil, Egypt comparable to industrialized
countries
By 2010, 1 in 5 children will be overweight in China
India has a problem despite 45% malnutrition amongst children
(World Bank, 2005)
Japan & Korea lowest
Conclusion
obesity is EVERYWHERE, even in
developing countries
children are exposed to world’s
marketing power, primarily through
advertising
emphasize prevention rather than
treatment
Measures to Combat Obesity
Public awareness & education
School cafeterias
Physical education
Tax breaks for parents
Labelling
Pricing structures
Advertising legislation
Health 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 HewlettPackard Canada Co. in Mar. 2007
92% people surveyed said they are more
likely to purchase products from companies
that are socially & environmentally
responsible
91% people prefer to work for the same
Bottom 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 Questions
1. 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 survey
Phase 2 = qualitative approach using
focus groups
Phase 1 – Written Survey
Written survey (N = 253)
University students
Fitness club members
Older adults
Comparison of Sponsors
Attitudes towards food/non-alcoholic
beverages more favourable than alcohol
& tobacco
Most appropriate: water, sport drinks,
energy bars, cereal, juice, tea/coffee
Least appropriate: tobacco, wine,
liquor, fast food, beer
Best Sponsors?
1.
2.
3.
4.
Sporting goods (57%)
Sport drinks & water (52%)
Healthier type foods (24%)
Financial institutions (19%)
Worst Sponsors?
1. Tobacco (60%)
2. Liquor (29%)
3. Fast food (23%)
Government Legislation?
Not in favour
Suitability of Sponsors
Varying opinions
Harmful health effects of tobacco &
alcohol
Negative impact on athletes
Consumer’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 image
Company’s beliefs, business ethics,
values
Suitability of a Sponsor
Sport connection? Any “match”?
Suitability to the audience
Suitability to the athlete (i.e., healthy
connection grounded in good research)
Company’s corporate image
Evaluate degree of “harm”
Inappropriate Sponsors
Soft drink, tobacco, & alcohol sponsors
inappropriate for children
Those 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 clubs
Others not necessarily sport-related,
but with positive reputations (e.g.,
transportation, technology)
Government Legislation?
Mixed opinions
Government should begin with product
placement legislation (e.g., movies, TV)
Research needs to be clearer
Don’t eliminate pro-choice
Something 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/spectators
Canadian citizens
Implications for Sponsee/Event
Marketer
Type & fit are important considerations
Assess the degree of harm
A 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 sport
Already being done by many companies
through the addition of healthy choices
More socially responsible advertising
Implications for Consumer
Must take responsibility in learning
more about diet & nutrition, & making
healthier choices
Challenge in light of economy
Where does one draw the line?
Banks, cars, & cellphones
Is there ANY appropriate
partner/sponsor fit????
Concluding Reflections
Economic challenges + corporatization =
ethical & social responsibility dilemmas
regarding partners
Realize the pros & cons of the options
Make the “best” decision for the organization
Tobacco & the environment have been dealt
with successfully so why not other products?