Grant: Project Grant

Unhealthy food marketing has been shown to promote poor dietary behaviors and obesity among children. The sponsorship of sports clubs is one type of marketing to which youth are exposed. Evidence from abroad suggests that this promotional technique, which allows for extended and repeated exposure to marketing, is frequently used to promote unhealthy food brands to youth. To date, no research has measured the extent, nature and impact of food company sponsorship of sports clubs in Canada nor has any research examined the financial impact of sponsorship on children's access to sports. The perceptions of parents and sports club officials regarding this activity and its restriction are also unknown. The purpose of this study is to determine the frequency and healthfulness of food company sponsorship of junior sports clubs in Canada, to examine its potential effects on the dietary behaviors of youth and to understand the perceptions of parents and sport club officials regarding this activity. To do so, this study will identify junior sports clubs for the 8 most popular sports among youth (5-17 years) in 7 cities in Ontario and 7 in Quebec. Sports club officials will be interviewed over the phone to identify all food company sponsors and to determine how much funding and other benefits they receive from food company sponsorship. The attitudes of parents and sports club officials regarding food company sponsorship and its restriction will also be assessed using surveys and individual interviews. Finally, surveys and focus groups will be conducted with youth to determine whether sponsorship influences their food purchasing or dietary behaviors and to understand their attitudes toward food sponsors. This research will help inform Canadian policies aimed at protecting children from unhealthy food marketing and improving their diet and health.