Sponsorship by food and beverage companies in soccer: an analysis of the 2019 Copa América

Authors

DOI:

https://doi.org/10.11606/s1518-8787.2022056003491

Keywords:

Soccer, Apoio Financeiro, Indústria Alimentícia, Alimentos e Bebidas, Marketing

Abstract

OBJECTIVE To identify the sponsorship by food and beverage companies of the teams participating in the 2019 Copa América Soccer Cup and associate this sponsorship with characteristics of the teams and their respective countries. METHODS The sponsors of the 10 teams participating in the 46th edition of the Copa América were identified. These entities were classified into (i) food companies, (ii) alcoholic beverage companies, and (iii) other segments. The food companies were classified according to their products, according to the NOVA classification. In addition, data on the number of titles previously won by the teams in the Copa America and the World Cup were obtained, as well as data on the countries’ Human Development Index, annual per capita sales of ultra-processed foods, and annual per capita consumption of alcoholic beverages. RESULTS A total of 89 sponsorships were identified for the 10 teams studied, some of these supporting two or more teams. Eighteen percent of the sponsors were food companies, with 12.4% being ultra-processed foods. The alcoholic beverage category represented 7.9% of the sponsors. Ultra-processed beverage and alcoholic beverage companies sponsored seven of the 10 teams studied. We noted higher participation of ultra-processed foods company sponsors in teams from countries with higher Human Development Index, sales of ultra-processed foods, and number of Copa América and World Cup titles. The sponsorship by alcoholic beverage companies was higher for teams from countries with lower Human Development Index, alcohol consumption, and number of Copa América and World Cup titles. CONCLUSION A significant presence of ultra-processed food and alcoholic beverage companies as sponsors of South American soccer teams was noted, along with the fact that sport performance characteristics of the teams and socioeconomic and market issues of the countries are associated with the occurrence of sponsorship.

References

Organización de las Naciones Unidas para la Alimentación y la Agricultura; Programa Mundial de Alimentos; Fondo de las Naciones Unidas para la Infancia; Organización Panamericana de la Salud. Panorama de la seguridad alimentaria y nutricional en América Latina y el Caribe 2019. Santiago de Chile; 2019 [citado 3 dez 2020]. Disponível em: https://iris.paho.org/handle/10665.2/51685

Organização Pan-Americana da Saúde, Departamento de Doenças não Transmissíveis e Saúde Mental. Alimentos e bebidas ultraprocessados na América Latina: tendências, efeito na obesidade e implicações para políticas públicas. Brasília, DF; 2018 [citado 3 dez 2020]. Disponível em: https://iris.paho.org/bitstream/handle/10665.2/34918/9789275718643-por.pdf?sequence=5&isAllowed=y

World Health Organization. Global status report on alcohol and health 2018. Geneva (CH): WHO; 2018 [citado 3 dez 2020]. Disponível em https://apps.who.int/iris/bitstream/handle/10665/274603/9789241565639-eng.pdf

Dixon H, Lee A, Scully M. Sports sponsorship as a cause of obesity. Curr Obes Rep. 2019;8(4):480-94. https://doi.org/10.1007/s13679-019-00363-z

Matos JP, Araújo LCM, Horta PM. O patrocínio de empresas do setor de alimentação e bebidas no futebol brasileiro: um obstáculo para a promoção da alimentação saudável. Cad Saude Publica. 2020;36(12):e00219719. https://doi.org/10.1590/0102-311x00219719

Piaggio LR. Sugar-sweetened beverages and sports sponsorship: the right to health of children and adolescents at stake. Arch Argent Pediatr. 2019;117(1):e8-13. https://doi.org/10.5546/aap.2019.eng.e8

Bragg MA, Miller AN, Roberto CA, Sam R, Sarda V, Harris JL, et al. Sports Sports sponsorships of food and nonalcoholic beverages. Pediatrics. 2018;141(4):e20172822. https://doi.org/10.1542/peds.2017-2822

Carter M, Signal L, Edwards R, Hoek J, Maher A. Food, fizzy, and football: promoting unhealthy food and beverages through sport - a New Zealand case study. BMC Public Health. 2013;13:126. https://doi.org/10.1186/1471-2458-13-126

Lindsay S, Thomas S, Lewis S, Westberg K, Moodie R, Jones S. Eat, drink and gamble: marketing messages about ‘risky’ products in an Australian major sporting series. BMC Public Health. 2013;13:719. https://doi.org/10.1186/1471-2458-13-719

Adams J, Coleman J, White M. Alcohol marketing in televised international football: frequency analysis. BMC Public Health. 2014;14:473. https://doi.org/10.1186/1471-2458-14-473

Dixon H, Scully M, Wakefield M, Kelly B, Pettigrew S, Chapman K, et al. The impact of unhealthy food sponsorship vs. pro-health sponsorship models on young adults' food preferences: a randomised controlled trial. BMC Public Health. 2018;18(1):1399. https://doi.org/10.1186/s12889-018-6298-4

Ireland R, Boyland E. Sports sponsorship and young people: good or bad for health? BMJ Paediatrics Open. 2019;3:e000446. https://doi.org/10.1136/bmjpo-2019-000446

World Cancer Research Fund International. Lessons on implementing robust restrictions of food and non-alcoholic beverage marketing to children. London (UK): WCRFI; 2020 [citado 5 mai 2021]. (Building Momentum Series; nº 3). Disponível em: https://www.wcrf.org/policy/our-publications/building-momentum-series/lessons-implementing-robust-restrictions-marketing-children/

United Nations Children’s Fund. A child rights-based approach to food marketing: a guide for policy makers. New York: UNICEF; 2018 [citado 5 mai 2021]. Disponível em: https://sites.unicef.org/csr/files/A_Child_Rights-Based_Approach_to_Food_Marketing_Report.pdf

World Health Organization, Regional Office for Europe. Evaluating implementation of the WHO set of recommendations on the marketing of foods and non-alcoholic beverages to children. Copenhagen (DK): WHO Regional Office for Europe; 2018 [citado 9 mai 2021]. Disponível em: https://www.euro.who.int/__data/assets/pdf_file/0003/384015/food-marketing-kids-eng.pdf

Confederação Sul-Americana de Futebol. CONMEBOL Copa América: história. Brasília, DF: CONMEBOL, c2021 [citado 3 dez 2020]. Disponível em: https://copaamerica.com/pt/historia

Monteiro CA, Cannon G, Levy R, Moubarac JC, Jaime P, Martins AP, et al. NOVA. The star shines bright. World Nutr. 2016;7(1-3):28-38.

Programa das Nações Unidas para o Desenvolvimento - PNUD. Relatório do Desenvolvimento Humano 2019: Além do rendimento, além das médias, além do presente: as desigualdades no desenvolvimento humano no século XXI. Brasília, DF: PNUD Brasil; 2019 [citado 3 dez 2020. Disponível em: https://www.br.undp.org/content/brazil/pt/home/library/relatorio-do-desenvolvimento-humano-2019.html

Coca Cola Brasil. Linha do tempo: a história da Coca-Cola na Copa do Mundo da FIFA™. Rio de Janeiro; 2018 [citado 28 jul 2020]. Disponível em: https://www.cocacolabrasil.com.br/historias/linha-do-tempo-a-historia-da-coca-cola-na-copa-do-mundo-fifa

FIFA Associations. FIFA/Coca-Cola World ranking: men’s ranking. Zurich (CH); FIFA; 2019 [citado 13 jan 2020]. Disponível em:

https://www.fifa.com/fifa-world-ranking/ranking-table/men/rank/id12770/

Delobelle P. Big Tobacco, alcohol, and food and NCDS in LMICS: an inconvenient truth and call to action comment on "addressing NCDS: challenges from industry market promotion and interferences". Int J Health Policy Manag. 2019;8(12):727-31. https://doi.org/10.15171/ijhpm.2019.74

World Cancer Research Fund International. Restrict food advertising and other forms of commercial promotion. London (UK): WCRFI; 2020 [citado 13 jan 2021]. Disponível em: https://policydatabase.wcrf.org/level_one?page=nourishing-level-one#step2=3

Argentina. Ley 24.788 de Mar 1997. Ley Nacional de Lucha Contra el Alcoholismo. Prohíbese en todo el territorio nacional, el expendio a menores de dieciocho años, de todo tipo de bebidas alcohólicas. Créase el Programa Nacional de Prevención y Lucha contra el Consumo Excesivo de Alcohol. Buenos Ayres (AR); 1997 [citado 28 jul 2020]. Disponível em: https://www.argentina.gob.ar/normativa/nacional/ley-24788-42480/texto

Ministerio del Interior (CH). Ley Nº 19.925, de 19 Dic 2003. Regula el expendio de bebidas alcohólicas, su etiquetado y normas sobre publicidad; las medidas de prevención y rehabilitación del alcoholismo, y las sanciones y los procedimientos aplicables a quienes infrinjan las disposiciones pertinentes. Santiago de Chile; 2004 [citado 28 jul 2020]. Disponível em: https://www.bcn.cl/leychile/navegar?idNorma=220208

Brasil. Lei Nº. 9.294, de 15 de julho de 1996. Dispõe sobre as restrições ao uso e à propaganda de produtos fumígeros, bebidas alcoólicas, medicamentos, terapias e defensivos agrícolas, nos termos do § 4° do art. 220 da Constituição Federal. Brasília, DF; 1996 [citado 28 jul 2020]. Disponível em: https://www2.camara.leg.br/legin/fed/lei/1996/lei-9294-15-julho-1996-349045-publicacaooriginal-1-pl.html

Brasil. Lei Nº 12.780, de 9 de janeiro de 2013. Dispõe sobre medidas tributárias referentes à realização, no Brasil, dos Jogos Olímpicos de 2016 e dos Jogos Paraolímpicos de 2016. Brasília, DF; 2013 [citado 5 mai 3032]. Disponível em: http://www.planalto.gov.br/ccivil_03/_ato2011-2014/2013/lei/L12780.htm

Brasil. Decreto Nº 8.463, de 5 de junho de 2015. Regulamenta as medidas tributárias referentes à realização, no Brasil, dos Jogos Olímpicos de 2016 e dos Jogos Paraolímpicos de 2016 [...]. Brasília, DF; 2015 [citado 5 mai 2021]. Disponível em: https://www.planalto.gov.br/ccivil_03/_ato2015-2018/2015/decreto/d8463.htm.

Mialon M, Gomes FS. Public health and the ultra-processed food and drink products industry: corporate political activity of major transnationals in Latin America and the Caribbean. Public Health Nutr. 2019;22(10):1898-908. https://doi.org/10.1017/s1368980019000417

Cavalcante TM, Pinho MCM, Perez CA, Teixeira APL, Mendes FL, Vargas RR, Carvalho AOR, et al. Brasil: balanço da Política Nacional de Controle do Tabaco na última década e dilemas. Cad Saude Publica. 2017;33 Supl 3:e00138. https://doi.org/10.1590/0102-311x00138315

Downloads

Published

2022-05-27

Issue

Vol. 56 (2022)

Section

Original Articles

License

Copyright (c) 2022 Larissa Cardoso de Miranda Araujo, Juliana de Paula Matos, Paula Martins Horta

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Araujo, L. C. de M., Matos, J. de P. ., & Horta, P. M. (2022). Sponsorship by food and beverage companies in soccer: an analysis of the 2019 Copa América. Revista De Saúde Pública, 56, 41. https://doi.org/10.11606/s1518-8787.2022056003491

Funding data