Marketing of unhealthy brands during the 2018 Fédération Internationale de Football Association (FIFA) World Cup UK broadcasts – a frequency analysis



Ireland, Robin, Muc, Magdalena, Bunn, Christopher and Boyland, Emma ORCID: 0000-0001-8384-4994
(2021) Marketing of unhealthy brands during the 2018 Fédération Internationale de Football Association (FIFA) World Cup UK broadcasts – a frequency analysis. Journal of Strategic Marketing. pp. 1-16.

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Abstract

Sport mega-events including the FIFA World Cup are a central component of consumer culture. Major brands are long associated with the World Cup, with many known for unhealthy products. This study quantified visual marketing references to unhealthy brands in the UK broadcasting of the 2018 Men’s World Cup. Eight matches were recorded, and all segments of the recordings were coded for marketing references to unhealthy brands using predefined criteria. A total of 1794 such marketing references were recorded, an average of 224 per broadcast and 1.2 per minute, 95.4% of which were official sponsors. The total time of exposure to unhealthy brand marketing was six hours, 30 minutes and 45 seconds, with 22.7% of the footage including at least one unhealthy brand marketing reference. The results show the World Cup is a platform for the marketing of unhealthy brands with implications for those responsible for public health and television broadcasters.

Item Type: Article
Uncontrolled Keywords: Football, unhealthy commodities, mega-events, sport sponsorship
Divisions: Faculty of Health and Life Sciences
Faculty of Health and Life Sciences > Institute of Population Health
Depositing User: Symplectic Admin
Date Deposited: 06 Sep 2021 08:32
Last Modified: 18 Jan 2023 21:30
DOI: 10.1080/0965254x.2021.1967427
Related URLs:
URI: https://livrepository.liverpool.ac.uk/id/eprint/3136061