This study’s primary purpose was to examine the opinions of consumers toward the appropriateness of food and non-alcoholic beverage sponsorships of sporting events in relation to other products. Research of this nature is particularly timely in light of the current obesity issue because many food and beverage products contribute to the obesity problem. Phase one involved a written survey (N = 253) whereas phase two involved two focus groups (N = 12). Attitudes toward food and non-alcoholic beverage sponsorships of sporting events were more favorable than alcohol sponsorships, followed by...Read more
