The Myth of “Healthism” in Organized Sports: Implications for Health Promotion Sponsorship of Sports and the Arts

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Abstract
Purpose.: The study examines the association of involvement in sports and arts with five health risk factors. The aims were to evaluate the argument that promotion of sports alone will achieve health objectives and to assess the suitability of sports and arts populations as targets for health promotion sponsorship. Design.: Personal and telephone cross-sectional surveys were performed in Western Australia in 1992 ( N = 2629) and 1994 (N = 2031). Setting.: Sports and arts venues in Western Australia. Subjects.: Random samples of household respondents aged 16 to 69 years. Measures.: Measures of association between risk factors and involvement in sports and the arts were adjusted for sex, age, residence, income, and other types of sports/arts involvement. Results.: Spectators attending sports events, who were not members of organized sports clubs, were more likely to possess three or more risk factors than nonparticipants (OR = 1.43; 95% CI 1.20–1.70). They were more likely to report cigarette smoking, unsafe alcohol drinking, and poor sun protection practices. Sports club members had a similar profile of risk factors, except that their prevalence of smoking was reduced and they were much less likely to report inadequate physical exercise. The most elevated risk factor in sports populations was unsafe alcohol drinking (OR = 1.81 in club members, 1.88 in spectators, and 2.25 in spectators who were also members). Arts populations were less likely than average to report elevated risk factors, especially in the case of members of arts organizations who also attended arts events (for three or more risk factors, OR = 0.59; 95% CI .45–.75). However, the majority of arts respondents had at least two risk factors. Levels of inadequate exercise in arts populations were the same as those in sports populations. Conclusions.: The promotion of sports alone is unlikely to achieve health objectives. Highest priority in the use of health promotion sponsorship funds should be given to the populations attending sports events and involved as members of sports clubs. Investment in arts sponsorship is warranted, but at a lower level than health sponsorship of sports.