Sports sponsorship in health education

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Abstract
In recent years sports sponsorship has become increasingly popular among health educators. In particular, it is claimed to have three strengths: being well suited to positive health promotion, presenting good targeting opportunities, and offering value for money. This article examines these claims in the light of a three-year evaluation of the sponsorship of the Scottish F.A. Cup by the Scottish Health Education Group. Overall, 2050 men were interviewed; all had an interest in watching professional football. Perceptions of the campaign as a whole and of its objectives showed that this approach was successful in promoting positive health messages. Further more, the respondents' perceptions about targeting were also in line with the sponsor's intentions. More complex analysis was required, however, to assess the third claim, that of value for money. The findings suggested that for the sponsorship to achieve its full potential, more money would have to be spent on conventional advertising to support the campaign. These findings have wider implications for health education and sponsorship.

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