Children’s awareness of alcohol sponsorship of sport in Ireland: Munster Rugby and the 2008 European Rugby Cup

Abstract

Objectives: Examined children’s awareness of sport sponsorship in Ireland, focussing on the 2008 European Rugby Cup win by Munster Rugby. Methods: Following the Munster Rugby win in 2008, a cross-sectional sample of 1,175 children (7–13 years) in 11 National Schools in Ireland were asked which company sponsored “the cup that Munster won” and were then asked to name the product made by that company. Results: Significantly higher level of awareness of the sponsor by children in Munster (69.9 %) to those outside Munster (21.5 %). No significant difference in the level of awareness of their product (alcohol) by location (inside Munster 75.9 %, outside Munster 83.6 %). Conclusions: These findings support the view for an immediate introduction of legislation banning the sponsorship of sport.