Citation

Houghton F, Scott L, Houghton S, Lewis CA. Int. J. Public Health 2014; 59(5): 829-832.

Affiliation

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

Copyright

(Copyright © 2014, Holtzbrinck Springer Nature Publishing Group)

DOI

10.1007/s00038-014-0568-4

PMID

24903926

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.

Language: en