Sponsorship by the food and beverage industries in Brazilian professional soccer: an obstacle to the promotion of healthy eating

Abstract

Sponsorship by ultra-processed food and beverage companies is a common marketing practice in sports, capable of influencing consumers, with unknown effects in Brazil. The study aimed to identify the profile of food and beverage companies sponsoring professional soccer teams in Brazil and to associate the occurrence of this sponsorship with the teams' characteristics. The sample included companies from these industries sponsoring 20 major league soccer teams competing in the Brazilian Championship in 2018. The food companies were identified according to the products based on the NOVA classification, and information was obtained on the number of championships they had won in Copa Libertadores, the Brazilian Championship, and the state championships; time since the club was founded; region of Brazil; number of fans; and revenues from sponsorship/advertising and sale of TV rights. A total of 280 sponsors were identified, with repeat sponsors between teams, of which 11.5% were from the food industry, featuring ultra-processed products (9.4%) and 6.7% of ultra-processed beverages. Sponsorship by ultra-processed producers was more prevalent among teams that had won more championships in the Brazilian National Cup and Copa Libertadores and among those with more fans and higher revenues from sponsorship/advertising and sale of TV rights. The study revealed the significant presence of manufacturers of ultra-processed foods and beverages as soccer team sponsors, especially for the more popular teams that had won more championships, thus posing an obstacle to the promotion of healthy eating.