Managing Stakeholder Relationships in Conjunction with a Public Health Agenda: A Case Study of Community Sport Events in New Zealand

Abstract

Existing 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.