This book examines the development of sport sponsorship and its impact on global public health. It argues that sport governing bodies should not continue to treat fans solely as consumers, and that a more ethical approach should be taken to sport sponsorship. Drawing on research from sport studies, marketing and public health, the book presents a brief history of advertising and marketing in sport, including the importance of tobacco in the development of sport sponsorship, before exploring key aspects of the contemporary relationship between sport and corporate sponsors, including mega-events, digital technologies and brand engagement. It offers an in-depth case study of sponsorship in the English Premier League – one of the world’s most successful sporting properties – before considering how sport might be better regulated, now and in the future, to better protect the interests of fans and other stakeholders from a health perspective. The book features a number of insightful images showcasing sport sponsorship in connection with tobacco, mega-events, alcohol, junk food and drink, and gambling over the years. Addressing a topical and hugely important issue, this is important reading for students, researchers, practitioners and policy makers with an interest in sport business and management, the ethics of sport, physical activity and health, event studies, marketing or public health.

In the 30 years since the inception of the Unified Health System (Sistema Único de Saúde, or SUS), Brazil has reduced health inequalities, and improved coverage and access to health care. However, mobilising sufficient financing for the universal health coverage mandate of SUS has been a constant challenge, not helped by persistent inefficiencies in the use of resources in the Brazilian health system.

Healthy,safeandsustainabledietsareimportantforbothhumanandplanetaryhealth,andsportsevents ought to be an ideal setting to model and promote healthy eating as part of a healthy lifestyle. Yet, even with the best of intentions, foods and beverages high in fats, sugars or salt are typically abundant in and aroundstadiaduringlargeandsmallsportsevents,oftenconsumedinexcessbyfansonmatchdays,and are also frequently associated with sports-related marketing and sponsorships. The foods and beverages consumed at sports events contribute little to an individual’s overall diet, butthe total number of meals, snacks and beverages sold can be substantial. Providing a variety of healthy, delicious and easy-to-consume food while providing fewer options and smaller portions of unhealthy options within these environments can contribute to health, wellness and the prevention of diet-related noncommunicable disease. Likewise, the high visibility of sports mega-events, in particular, offers valuable opportunities for potentially larger impact reaching billions of fans worldwide, creating positive perceptions of healthier foods and beverages at the stadia and beyond. This document - intended for use by sports events organizers - proposes five actions to achieve healthier food and healthier food environments, and suggests related activities that can happen during the planning, operational and post-event phases of sports events. It may also be used by governments, local authoritiesandsportsstadiamanagerstocreateahealthypublicfoodprocurementandservicepolicyfor sport settings more generally.

Public-Private Partnerships in Physical Activity and Sport is a guide for nonprofit, charity, and sport organizations in developing and maintaining strategic and responsible partnerships with corporate partners.

One in three adults has engaged in binge drinking at least once in the previous month, and one in five teenagers has experienced drunkenness by age 15. Harmful patterns of alcohol consumption have far-reaching consequences for individuals, society and the economy.

This volume contains an Open Access chapter. Establishing a scholarly platform to inform interventions in research and policymaking, this book demonstrates the importance of sociology in understanding sports gambling in a global age.

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