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Children’s awareness of alcohol sponsorship of sport in Ireland: Munster Rugby and the 2008 European Rugby Cup

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International Journal of Public Health

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.

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Author information

Authors and Affiliations

  1. Department of Humanities, Limerick Institute of Technology, Moylish, Co Limerick, Republic of Ireland

    Frank Houghton & Lisa Scott

  2. Department of Psychology, University of Limerick, Limerick, Republic of Ireland

    Sharon Houghton

  3. Department of Psychology, Institute for Health, Medical Sciences and Society, Glyndŵr University, Plas Coch Campus, Mold Road, Wrexham, Wales, LL11 2AW, UK

    Christopher Alan Lewis

Authors
  1. Frank Houghton
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  2. Lisa Scott
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  3. Sharon Houghton
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  4. Christopher Alan Lewis
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Corresponding author

Correspondence to Frank Houghton.

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Houghton, F., Scott, L., Houghton, S. et al. Children’s awareness of alcohol sponsorship of sport in Ireland: Munster Rugby and the 2008 European Rugby Cup. Int J Public Health 59, 829–832 (2014). https://doi.org/10.1007/s00038-014-0568-4

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  • DOI: https://doi.org/10.1007/s00038-014-0568-4

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