Sport, Sponsorship and Public Health

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.

Robin Ireland is Honorary Research Fellow in the College of Medical Veterinary and Life Sciences affiliated to the School of Health and Wellbeing, University of Glasgow, UK. He is also Honorary Director of Research with the European Healthy Stadia Network. He was awarded his PhD by the University of Glasgow in 2021. His thesis was on the Commercial Determinants of Health in Sport. He was elected Member of the UK Faculty of Public Health through Distinction in 2015.

1. Introduction, 2. Public Health and Sport, 3. An Introduction to Advertising and Marketing in Sport, 4. The Tobacco Industry and the Development of Sport Sponsorship, 5. Mega-Events and Sponsorship, 6. The Commodification of Modern Sport, 7. The Commercialisation and Globalisation of Football in England, 8. Sport and Brand Engagement, 9. The Regulation of Sport, 10. Conclusions and Discussion