外文翻译

译文

学院：体育学院专业：社会体育学号：1040701114姓名：李峰成

指导教师：季敦山

江苏科技大学

2014 年 6 月 18 日

原文

Research article

Patterns of sports sponsorship by gambling, alcohol and food companies: an Internet survey

Anthony Maher, Nick Wilson*, Louise Signal and George Thomson Address: Department of Public Health, Wellington School of Medicine and Health Sciences, Wellington, New Zealand

Email: Anthony Maher - antsmaher@https://www.wendangku.net/doc/d318788409.html,; Nick Wilson* - nwilson@https://www.wendangku.net/doc/d318788409.html,; Louise Signal - louise@https://www.wendangku.net/doc/d318788409.html,;

George Thomson - gthomson@https://www.wendangku.net/doc/d318788409.html,

* Corresponding author

Abstract

Background: Sports sponsorship is a significant marketing tool. As such, it can promote products

that pose risks to health (eg, high fat and high sugar foods) or it can promote health-supporting

products (eg, sporting equipment and services). However, there is a lack of data on the proportion

of sponsorship associated with "unhealthy" and "healthy" products and no methodology for

systematically assessing it. This research aimed to explore this proportion

with an Internet survey

of sports sponsorship in the New Zealand setting.

Methods: A search methodology was developed to identify Internet-based evidence of sports

sponsorship at the national level and at the regional and club level in one specific region

(Wellington). The top eight sports for 5-17-year-olds were selected and products and services of

sponsors were classified in terms of potential public health impact (using a conservative approach).

Results: Sponsorship of these popular sports was common at the national, regional and club levels

(640 sponsors listed on 107 websites overall). Sports sponsorship associated with sponsors'

products classified as "unhealthy" (eg, food high in fat and sugar, gambling and alcohol) were over

twice as common as sponsorship associated with sponsors' products classified as "healthy" (32.7%

(95% CI = 29.1, 36.5) versus 15.5% (95% CI = 12.8, 18.6) respectively). "Gambling" was the most

common specific type of sponsorship (18.8%) followed by alcohol (11.3%).

There were significantly more "alcohol" sponsors for rugby, compared to all the other sports

collectively (rate ratio (RR) = 2.47; 95% CI = 1.60, 3.79), and for top male sports compared to

female (RR = 1.83; 95% CI = 1.05, 3.18). Also there was significantly more "unhealthy food"

sponsorship for touch rugby and for "junior" teams/clubs compared to other sports collectively (RR

= 6.54; 95% CI = 2.07, 20.69; and RR = 14.72, 95% CI = 6.22, 34.8; respectively). A validation study

gave an inter-rater reliability for number of sponsors of 95% (n = 87 sponsors), and an inter-rater

reliability of classification and categorisation of 100%.

Conclusion: This study found that the sponsorship of popular sports for young people is

dominated by "unhealthy" sponsorship (ie, predominantly gambling, alcohol and unhealthy food)

relative to "healthy" sponsorship. Governments may need to consider regulations that limit

unhealthy sponsorship and/or adopt alternative funding mechanisms for supporting popular sports.

Background

Some of the key public health concerns in developed countries include alcohol misuse; poor nutrition –includ-ing excessive calories, saturated fat and free sugars; and gambling (given its association with problem gambling) [1-3]. The marketing of these products are therefore an area of concern from a public health perspective. Sports sponsorship appears to be becoming a prominent market-ing tool used by companies, including those that promotealcohol, foods with poor nutritional value, and gambling. In the United States, sponsorship expenditures have increased from $850 million in 1985 to $8.5 billion in 2002 [4]. Compared to advertising, sponsorship is seen as inexpensive and is often more accepted by the public because it is more indirect and builds public goodwill towards the company [4]. Sponsorship is defined as "acash and/or in kind fee paid to a property in return for access to the exploitable commercial potential associated with that property." Some of these commercial potentials of sports sponsorship include promotional opportunities, personal endorsements, and sometimes exclusive stock-ing agreements [5]. An important commercial benefit of sports sponsorship isthat it associates sponsors products with healthy positiveimages, something that is particularly important for products that pose risks to health [6,7]. The association of a healthy activity (ie, sport) with such products obscures the health risk issue while at the same time promoting con-sumption [8]. In New Zealand sponsorship of sports by alcohol

companies, foods with poor nutrition and gambling entities appears to be widespread. For example, a New Zealand brewery (Speights) supports rugby, netball, and multi-sport; while the fast food company McDonalds supports junior netball, touch rugby, and cricket. Gaming machine trusts are the legally required organisations that distribute funds from gaming/poker machines situated in New Zealand pubs and taverns. These trusts support nearly all popular sports and more recently have been beginning to acquire naming rights of many sporting tournaments, for example "the Scottwood Trust Netball Champs", and "the New Zealand Community Trust Soccer Championships". However, sponsorship is not limited to products with potential health risks. Examples around the world (eg, in Australia), have shown that sponsorship programmes by health promotion organisations can lead to health and sporting organisations successfully collaborating [9]. In fact, sports sponsorship is seen as an ideal vehicle for health promotion companies, because it can access some hard-to-reach groups who participate in and support sport [6].

A recent New Zealand study examined sponsorship and fund-raising in New Zealand schools, and although there were some health promotion groups involved, there was a high proportion of sponsors with the potential for promoting products and activities that may threaten health (eg, gambling, alcohol and poor nutrition) [10]. Moreover, an American study in the late 1990s used an Internet based method to describe the

nature and extent of corporate sponsorship by tobacco companies [11]. In this study, we aimed to build on this previous work and examine the extent and nature of both "healthy" and "unhealthy" sport sponsorship for popular New Zealand sports. Furthermore, we aimed to design a methodology for monitoring sports sponsorship over time using anInternet-based method. Methods Sports and website selection The sports were chosen to represent the most popular sports that young people in New Zealand participate in. The top five sports for boys and then girls aged 5–17 years were selected from participation figures supplied by the Sport and Recreation Council of New Zealand (SPARC) [12]. These were based on data from the 2001 New Zealand census and gave a total of eight sports. Rugby, cricket and touch rugby (a minimal contact form of rugby) were in the male top five sports; netball, athletics and tennis were in the female top five; and basketball and soccer were in both the female and the male top five. Sponsorship information was obtained through examining national (ie, New Zealand wide), regional and club/ team level websites. As this was a pilot study only regional and club organisations based in the Greater Wellington Region were examined. National and regional websites were found using a Google search for the words "New Zealand" or "Wellington" and the specific sport. Club websites were then found using the "club" links from the regional websites. For a club/team website to be included in the study it had to have its own exclusive

webpage(s), contain the club name, and have some relevant club details or information available for the viewer. Websites that didn't work, didn't have their own page, or had no relevant information about the club for visitors were noted, but excluded from the study results.Data collection and validation All pages of each website were examined in January 2006by one of the authors (AM) to identify information about sponsorship or funding. A search for the word "sponsor" was used if the site had its own search engine. The search included any publications available on the website, for example newsletters or annual reports. We defined Inter-net-based indications of sports sponsorship as "companies or organisations that had one of the following reported on a team/club website: (i) naming rights of sports teams or clubs; (ii) being official sponsors or partners; (iii) sponsoring specific tournaments or scholar-ships; (iv) being involved in fundraising activities in the club; or (v) had the company logo on the team/club website." We excluded promotional material from the information technology companies that designed the various websites from this definition. Various data collected included the brand, company or organisation type, primary product or service, location on the website, presence of a logo, presence of a link to the sponsor's website, and the presence of a description about the product or sponsorship agreement.

A sample of 10 websites (9.3% of the total) was independently examined

by another observer. The inter-rater reliability of number for sponsors was 95% (based on n = 87 sponsors). However, for those sponsors that were th same, the inter-rater reliability for further classification and categorisation was 100%.Further categorization Each sponsoring company or organisation was grouped into 11 categories, according to the primary product orservice that they provided. Categories were: alcohol-related (including products or trusts), gambling-related(including trusts or similar entities), food products orompanies, health promotion "products" (eg, smokefreemessages), inactive entertainment (eg, television chan-nels, cinemas, video stores), and non-active transport (eg,car companies), sporting goods companies, sportingorganisations (eg, SPARC), sporting venues, other non-commercial organisations (eg, citycouncils) and othercompanies. As per the classification system in a recentNew Zealand food advertising study [13], food categorieswere further classified as being: "healthy" if they were"favouring improved nutrition" (eg, fruit, vegetables, lowsugar cereals); "unhealthy" if they were "counter toimproved nutrition" (eg, foods high in fat and/or sugar,including fast food meals); or "mixed nutritional/health"profile (eg, juice, high fat milk, and meals with multipleomponents). Each company or organisation was alsogrouped according to their company structure or owner-ship to give the following categories: gambling trusts,franchises or multi-national companies, privately ownedcompanies, city councils,

government agencies, and non-government agencies.A sponsor was defined as targeting a "junior" sport if thewebsite was for a junior club or team, or if the sponsor-ship was for a junior grade or school-aged tournament.Health-related classificationA classification system for the potential impact on healthof the products and services of the sponsoring companieswas created. "Healthy" products and services includedfoodsthat were classified as "healthy" (see above), healthpromotion messages from health agencies (eg, smokefreemessages), sporting organisations, sporting venues andsporting goods. "Unhealthy" products and servicesincluded alcohol, gambling, and "unhealthy foods". Allother products and services were grouped into a "not clas-sified" category. A conservative approach was taken sothat sponsored products and services with mixed orambiguous health aspects were placed in the "not classi-fied" group (eg, foods with mixed nutritional characteris- tics, inactive-entertainment and non-active transport).

体育赞助赌博，酒精和食物模式

公司：一个互联网调查

安东尼·马厄，尼克·威尔逊*，路易丝信号和乔治·汤姆森

摘要

背景：体育赞助是一个显著的营销工具。因此，它可以促进产品对健康风险（例如，高脂肪和高糖的食物），也可以促进健康，支持产品（如体育设备和服务）。然而，对比例缺乏数据与“不健康”和“健康”的产品，没有方法的相关赞助系统地评估它。本研究旨在探讨这一比例与互联网调查在新西兰的设置体育赞助。

方法：检索方法的开发是为了找出运动的基于互联网的证据赞助在国家一级，并在一个特定区域的区域和俱乐部高层（惠灵顿）。前八名运动5-17岁的孩子被选择和产品及服务赞助商分别为（采用保守方法）归类于潜在的公共健康的影响方面。

结果：这些流行的运动赞助是共同在国家，区域和各级俱乐部（整体107网站列出的640赞助商）。与赞助商有关的体育赞助归类为“不健康”（例如，脂肪和糖，赌博和酒精食品高）产品已超过两倍多如赞助与分类为“健康”赞助商的产品相关（32.7％（95％CI=29.1，36.5）与15.5％（95％CI=12.8，18.6）分别）。“赌博”是最赞助（18.8％）的共同的特定类型其次是酒精（11.3％）。有显著更多“醇”赞助商橄榄球，相比于其他所有的运动集体（率比（RR）=2.47，95％CI=1.60，3.79），以及顶级男性运动相比，女性（RR=1.83，95％CI=1.05，3.18）。也有显著更多的“不健康食品”赞助触摸橄榄球和“小字辈”团队/俱乐部相比于其他运动统称（RR=6.54; 95％CI=2.07，20.69;和RR=14.72，95％CI=6.22，34.8;分别）。一个验证研究给数为95％保荐人（N =87赞助商），以及一间信一间信度分类和100％的分类的可靠性。

结论：本研究发现，受欢迎的体育赞助对年轻人是由“不健康”的赞助（即主要是赌博，酗酒和不健康的食物）为主相对于“健康”的赞助。各国政府可能需要考虑限制法规不健康的赞助和/或采用支持流行的运动替代的筹资机制。

背景

一些发达国家的主要公共健康问题，国家包括酒精滥用;营养不良- INCLUDING过多的热量，饱和脂肪和游离糖;和赌博（考虑到它与赌博问题协会）[1-3]。因此，这些产品的市场营销是一个关注从公共卫生的角度区域。体育赞助似乎成为一个突出的市场被公司ING工具，包括促进酒精，食品与营养价值较差，聚众赌博。在美国，赞助支出有从8.5亿美元的1985年增加八十五十亿在2002[4]。相比于广告，赞助被看作是价格低廉，往往更被大众接受。因为它更间接的，并建立公众商誉对公司[4]。赞助被定义为“以换取现金和/或实物费用支付给物业，访问相关的商业开采潜力即属犯罪。“一些商业的潜力。体育赞助包括晋升机会，个人代言，有时专属股票ING协议[5]。体育赞助的重要商业利益，它相关联的赞助商的产品以健康积极的图像，这东西是特别重要的督促，对健康风险UCTS[6,7]。的关联。健康的活动（即运动）这样的产品掩盖了健康风险问题，而在同一时间推动浓度消耗[8]。在体育新西兰赞助酒精公司，食品与营养和GAM-不佳，金光闪闪的实体似乎是普遍的。例如，一个新西兰酿酒厂（斯贝茨）支持橄榄球，无挡板篮球，和多运动;而快餐公司麦当劳支持初中投球，触摸橄榄球，板球和。赌博机器信托是法律所要求的组织，散布博彩/扑克机资金坐落在新西兰的酒吧和小酒馆。这些信托基金支持几乎所有流行的运动，最近一直开

始获得许多体育的冠名权比赛，例如“在Scottwood信托投球香榭丽舍“和”新西兰社区信托SOC-CER锦标赛”。然而，赞助不限于产品潜在健康风险。世界各地的例子（例如，在澳大利亚），已经被证明，赞助计划健康促进组织可以导致健康和体育组织成功合作[9]。在事实上，体育赞助被看作是一种理想的车辆促进健康的公司，因为它可以访问一些谁参与和支持运动难以触及的群体[6]。

最近新西兰的研究考察和赞助募集资金在新西兰的学校，虽然有被一些健康促进团体参与，有高比例的赞助商，亲潜力莫廷产品和可能威胁健康活动（如赌博，酗酒和营养不良）[10]。Moreo-版本，美国的一项研究在20世纪90年代后期使用的互联网为基础的方法来描述CORPO-的性质和程度由烟草公司赞助率[11]。在这种研究中，我们的目的是建立在此以前的工作和考试，既“健康”的国家统计局的程度和性质，“不健康”的体育赞助对流行新西兰运动。此外，我们的目的是设计一种方法对于使用监控的体育赞助随着时间的推移基于互联网的方法。

方法

体育和网站的选择，体育被选为代表最流行运动，年轻人在新西兰参加。排名前五位的运动男孩，然后女，年龄介乎5-17岁。从所提供的参与数字被选中，体育和新西兰的休闲委员会（SPARC）[12]。这些是基于从2001年新玉米数据土地普查，共八个项目了。英式橄榄球，板球和触摸橄榄球（橄榄球的最小的接触形式）分别为。在男性五大运动;无挡板篮球，田径和网球，在女性前五位;篮球和足球是同时在女性和男性的前五名。赞助信息是通过examin获得的ING国家（即新西兰宽），区域和俱乐部团队水平的网站。由于这是一项试验性研究的地方，并立足于大惠灵顿俱乐部组织区域进行了检查。国家和地区的网站，使用谷歌搜索的话，发现“新新西兰“或”惠灵顿“和具体的运动。俱乐部网站，然后使用从该“俱乐部”的链接找到区域网站。对于俱乐部/团队网站被列入在研究它必须有自己的专属网页（s），包含了俱乐部的名字，并有一些相关的俱乐部细节或可为观看者的信息。网站没有工作，没有自己的网页，或者没有关于俱乐部为游客相关信息，注意到，但排除在研究成果。

数据收集和验证

每个网站的所有网页进行了检查，2006年1月由作者之一（AM），以确定有关的信息赞助或资助。一个搜索单词“赞助”被使用，如果该网站有自己的搜索引擎。搜索包括在网站上提供的任何出版物，为例如通讯或年度报告。我们定义的跨体育赞助基于网络的适应症为“COMPA-新兴工业化经济体或有之followingreported在一个团队/俱乐部网站一个团体：（一）冠名权运动队或俱乐部; （二）为官方赞助商或兼职，净入学率; （三）赞助特定比赛或学者，船舶; （四）被卷入筹款活动在俱乐部;或（v）对球队/俱乐部公司标识网络网站。“我们排除了宣传材料，从Infor-MATION科技公司所设计的各种。从这个定义网站。收集的各种资料，包括品牌，公司或在组织类型，主要产品或服务，位置在网站上，存在一个标识，链接到的存在赞助商的网站，以及一个关于描述存在产品或赞助协议。10个网站（占总数的9.3％）将试样independ - 由另一名观察员ently检查。该评判间瑞莱- bility数为赞助商率为95％（根据N =87赞助商）。然而，对于那些赞助商是那样的，同样的，在作进一步分类间信度和分类率为100％。

进一步的分类

各赞助公司或组织被分组成11个类别，根据该初级产品或他们提供的服务。分类为：酒精

相关（包括产品或信托），赌博相关（包括信托或类似实体），食品或公司，促进健康“的产品”（例如，无烟消息），不活跃的娱乐（如电视赞NELS，电影院，音像店），和非主动转运（例如汽车公司），体育用品公司，体育用品组织（例如，SPARC），体育场馆，其他非商业机构（如市议会）及其他公司。由于每在最近的分类系统新西兰食品广告的研究[13]，食品类进一步分类为：“健康的”，如果他们“有利于改善营养”（如水果，蔬菜，低糖谷物）; “不健康的”，如果他们是“专柜改善营养状况“（例如，高脂肪食物和/或糖包括快餐餐）;或“混合营养/健康”个人资料（如，果汁，高脂肪的牛奶，并与多餐组件）。每个公司或组织也根据他们公司的结构或分组业主给以下几类：赌博信托，专营权或跨国公司，私人拥有公司，市议会，政府机构和非政府机构。

保荐人被定义为针对一个“小字辈”的运动，如果网站是一个少年俱乐部或团队，或者赞助商，该是为初中级或学龄比赛。与健康有关的分类，对健康的潜在影响的分类系统赞助公司的产品和服务已创建。包括“健康”的产品和服务被归类为“健康”（见上文）食品，保健从医疗机构（如，禁烟推广信息消息），体育组织，体育场馆和体育用品。“不健康”的产品和服务包括酗酒，赌博和“不健康食品”。所有其他产品和服务被分为了“不CLAS-sified “的范畴。一个保守的方法是采取使该赞助产品和服务，或混合暧昧的健康问题被放置在“不CLASSI-田间“组（例如，与食物混合营养characteris - 抽动，不活动，娱乐和非主动运输）。