Work

Prevalence, value and food marketing methods of food-related sponsorship and contracts in Canadian recreation and sport facilities

Year: 2026

Type: article

Abstract: OBJECTIVE: To examine the prevalence, financial value and marketing leveraging methods of food sponsorship agreements and food service contracts in Canadian recreation and sport facilities (RSF). DESIGN: Cross-sectional survey using descriptive analysis. RSF managers and directors reported the number, value and types of marketing leveraging methods used in food-related sponsorship agreements and food service contracts. SETTING: Publicly funded RSF in nine Canadian provinces that provide indoor sport programming for children and youth. PARTICIPANTS: Eighty-six RSF representatives completed the survey (response rate: 73·9 %). Most facilities were municipally owned and located in urban settings; over 70 % served children under 13 years of age. RESULTS: Food sponsorship agreements and food service contracts were reported by 36·5 % and 65·5 % of RSF, respectively. Financial donations were included in 88·6 % of sponsorship agreements and 27·4 % of contracts. Sponsors contributed a median of 25·0 % (IQR: 13·9-83·3 %) of total sponsorship income, with a median annual donation per sponsor of $500 (IQR: $288-$1375). Nearly all agreements and contracts included at least one food marketing leveraging method. Branded signage was the most common in sponsorship agreements (64·6 %), while equipment donation was the most common in food service contracts (52·2 %). CONCLUSIONS AND IMPLICATIONS: Food sponsorship and service agreements are prevalent in Canadian RSF and include financial and in-kind contributions that may benefit facilities. However, the marketing leveraging methods used - such as branded signage and product provision - may also increase children's exposure to food marketing. Greater monitoring and evaluation of these marketing practices are needed, especially in the context of proposed national marketing restrictions.

Source: Public Health Nutrition

DOI: 10.1017/s1368980025101699