High participation rates in sport and increasing recognition of
how diet benefits athletic performance suggest sports settings
may be ideal locations for promoting healthy eating. While
research has demonstrated the effect of tobacco and alcohol
sponsorship on consumption, particularly among youth, few
studies have examined the extent or impact of food and beverage
company sponsorship in sport. Studies using brand logos as a
measure suggest unhealthy foods and beverages dominate sports
sponsorship. However, as marketing goes beyond the use of brand
livery, research examining how marketers support sponsorships
that create brand associations encouraging consumer purchase is
also required. This study aimed to identify the characteristics
and extent of sponsorships and associated marketing by food and
non-alcoholic beverage brands and companies through a case study
of New Zealand sport. We conducted a systematic review of 308
websites of national and regional New Zealand sporting
organisations to identify food an