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dc.contributor.advisorCuskelly, Graham
dc.contributor.advisorToohey, Kristine
dc.contributor.authorBatty, Rachel Joanne
dc.date.accessioned2018-01-23T02:48:22Z
dc.date.available2018-01-23T02:48:22Z
dc.date.issued2014
dc.identifier.doi10.25904/1912/2732
dc.identifier.urihttp://hdl.handle.net/10072/367029
dc.description.abstractExisting research suggests that the stereotypical realm of taboo sport sponsorship, which has traditionally included tobacco and alcohol products, is evolving to incorporate soft drink, confectionary and fast food. Such products are viewed (by some event stakeholders and community members) as detrimental to public health initiatives and are seen as contributing to health issues including obesity, diabetes and heart disease. As a result, some organisations who associate themselves (via sponsorship) with community sport events are receiving criticism over the types of products they are promoting. These challenges are due, in part, to increasing public health concerns (especially within New Zealand) and amplified levels of corporate social responsibility in relation to sponsorship partnerships with companies that produce such products. Due to sport events often being linked to stereotypical values associated with fitness, healthy living and active lifestyles, this would suggest that there is a narrowing field of sponsors and associated funding which sport event managers can utilise. A review of the literature pertaining to sport sponsorship and sport event sponsorship demonstrated the need for research which examines community sport event sponsorship and stakeholder relationships. Research gauging the impact a public health agenda can have on potential and existing community sport events sponsors is required. In order to do this, community sport event stakeholder relationships and sponsor-focussed incompatibilities need to be examined and understood. Such research will aid in the management of successful stakeholder relationships and sustained provision of community sport events.
dc.languageEnglish
dc.publisherGriffith University
dc.publisher.placeBrisbane
dc.rights.copyrightThe author owns the copyright in this thesis, unless stated otherwise.
dc.subject.keywordsSport sponsorship
dc.subject.keywordsSport and sponsor marketing
dc.subject.keywordsSport sponsorship and public health
dc.subject.keywordsSocial responsibility in advertising
dc.titleManaging Stakeholder Relationships in Conjunction with a Public Health Agenda: A Case Study of Community Sport Events in New Zealand
dc.typeGriffith thesis
gro.facultyGriffith Business School
gro.rights.copyrightThe author owns the copyright in this thesis, unless stated otherwise.
gro.hasfulltextFull Text
dc.rights.accessRightsPublic
gro.identifier.gurtIDgu1425534097167
gro.source.ADTshelfnoADT0
gro.source.GURTshelfnoGURT
gro.thesis.degreelevelThesis (PhD Doctorate)
gro.thesis.degreeprogramDoctor of Philosophy (PhD)
gro.departmentGriffith Business School
gro.griffith.authorBatty, Rachel Joanne


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