Skip Navigation

This Article
Right arrow Full Text (PDF)
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to My Personal Archive
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Disclaimer
Google Scholar
Right arrow Articles by HASTINGS, G. B.
Right arrow Articles by LEATHAR, D. S.
Right arrow Search for Related Content
PubMed
Right arrow Articles by HASTINGS, G. B.
Right arrow Articles by LEATHAR, D. S.
Social Bookmarking
Add to CiteULike   Add to Connotea   Add to Del.icio.us  
What's this?

Health Promotion International, Vol. 3, No. 2, 161-169, 1988
© Oxford University Press 1988

discussion

Sports sponsorship in health education

GERARD B. HASTINGS, SUSAN MACASKILL, ROSEMARY E.J. MCNEILL and DOUGLAS S. LEATHAR

Lecturer, Research Fellow, Research Assistant and Director, Advertising Research Unit, Department of Marketing, University of Strathclyde Glasgow, United Kingdom In recent years sports sponsorship has become increasingly popular among health educators. In particular, it is claimed to have three strengths: being well suited to positive health promotion, presenting good targeting opportunities, and offering value for money. This article examines these claims in the light of a three-year evaluation of the sponsorship of the Scottish F.A. Cup by the Scottish Health Education Group. Overall, 2050 men were interviewed; all had an interest in watching professional football. Perceptions of the campaign as a whole and of its objectives showed that this approach was successful in promoting positive health messages. Further more, the respondents' perceptions about targeting were also in line with the sponsor's intentions. More complex analysis was required, however, to assess the third claim, that of value for money. The findings suggested that for the sponsorship to achieve its full potential, more money would have to be spent on conventional advertising to support the campaign. These findings have wider implications for health education and sponsorship.


Add to CiteULike CiteULike   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us    What's this?




Disclaimer:
Please note that abstracts for content published before 1996 were created through digital scanning and may therefore not exactly replicate the text of the original print issues. All efforts have been made to ensure accuracy, but the Publisher will not be held responsible for any remaining inaccuracies. If you require any further clarification, please contact our Customer Services Department.