Managing stakeholder relationships in conjunction with a public health agenda: A case study of community sport events in New Zealand

Rachel Batty

Griffith University

2014

Griffith University

To contact the author please email r.batty@massey.ac.nz

The stereotypical realm of taboo sport sponsorship, which has traditionally included tobacco and alcohol products, is evolving to incorporate soft drink, confectionary and fast food. Such products are viewed (by some community members) as detrimental to public health initiatives and are seen as contributing to health issues including obesity, diabetes and heart disease. As a result, some organisations who associate themselves (via sponsorship) with community sport events are receiving criticism over the types of products they are promoting. These challenges are due, in part, to increasing public health concerns (especially within New Zealand) and amplified levels of corporate social responsibility in relation to sponsorship partnerships with companies that produce such products.

A qualitative research method focussed on four New Zealand based community sport events which were examined as case studies. Each event was selected based upon a series of pre-set classification criteria. In-depth, semi-structured interviews with event managers and associated event stakeholders along with the collection of associated documents (for example, promotional materials, media articles and policy documents) took place between April 2010 and December 2012.

Analysis of the data collected identified a significant change in the nature of community sport event sponsorship due to the impacts of a public health agenda. Community sport event stakeholders are increasingly taking obesity, heart health, diabetes and other major public health issues into consideration when aligning with events and sponsors. The pressure of a public health agenda has resulted in community sport event stakeholders seeking to avoid alignment with unhealthy food and beverage brands and products. Changes in event sponsorship legislation and policy are further limiting funding opportunities available to community sport event managers. Consequently, event owners are reducing their dependency on sponsors who clash with health objectives.  

Keywords: Community Sport, Event Management, Sponsorship, Public Health Agenda, Stakeholders

Qualitative

National

Thesis

Events, Physical activity, Sport

Community

Commercial, Events

Financing / funding, Impacts - economic, Management

1428

May 23, 2014

February 10, 2015