Female athlete perceptions of food and beverage sport sponsorship : an exploratory study of health connotations and nutrition factors in a New Zealand context : a thesis presented in partial fulfilment of the requirements for the degree of Master of Science in Nutrition and Dietetics, Massey University, Albany, Aotearoa New Zealand
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2024
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Massey University
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Objectives: Sponsorships are commonly used as a medium to market products that are not aligned with a healthy lifestyle (Batty et al., 2016; Batty & Gee, 2019; Dixon et al., 2018; Kelly et al., 2011; Maher et al., 2006). Parallel to this is the transformative shift in the landscape of female sports, whereby female participation and visibility in sports have increased drastically, driven by wider media coverage and the growth of public interest in female athletic achievements (Morgan, 2018; Navaratnam, 2017). Consequently, it is important to explore the specific realm of food and beverage sponsorship in the context of female athletes in New Zealand. The aim of this research is to establish an understanding of female athlete thoughts and perspectives relating to food and beverage sponsors of female sport in New Zealand. In alignment with this aim, a specific focus will be placed on the perceptions of health connotations and nutritional composition of food and beverage sponsor products. Methods: A small exploratory case study was conducted that involved a series of qualitative semi-structured interviews with female athletes from the Massey University Sport Academy. A total of 14 athletes were interviewed. Athletes who took part in the study were engaged in sport at various levels of their careers. Study participants were questioned in regards to their perceptions around sport sponsorships, particularly of food and beverage, the alignment (or misalignment) of sponsorships with their values of health and athletic performance, and the influence of sponsorships on their athletic image. Results: Key findings suggest that while female athletes perceive sponsorships positively for financial backing and viability, there is a growing concern surrounding the endorsement of sponsor brands that do not align with the personal values of the female athletes. Findings revealed that many athletes feel discomfort in sponsoring ‘unhealthy’ food and beverage brands, such as fast food chains and sugary beverages, as it contradicts the health-centric image they endorse as athletes in the field of sports. Female athletes expressed the need for sponsorship arrangements that offer products beneficial for their athletic performance and overall health. The objectives of this study were further supported by a series of hypotheses, with the results supporting those hypotheses to varying extents. Conclusion: In noting that this study was designed as an exploratory case study, the results offer initial insight into female athlete perspectives of sport sponsorship and the types of food and beverage products that may be more appropriately aligned with female sport. The findings of this study suggest there is justification for further research into this area. Further research could include focus upon broader government-level frameworks to promote ethical sponsorships in sports sponsorships.