Background
Methods
Sports and website selection
Data collection and validation
Further categorization
Health-related classification
Data analysis
Results
Amount and location of sponsors and websites
Total no. of websites | No. of websites with sponsorship listings | No. of sponsor-ship listings | Average no. sponsorship listings per website* | |
---|---|---|---|---|
All websites
| 107 | 79 | 640 | 8.1 |
Organisational level
| ||||
Club | 86 | 58 | 406 | 7.0 |
Regional | 12 | 12 | 106 | 8.8 |
National | 9 | 9 | 131 | 14.6 |
Sport
| ||||
Athletics | 29 | 11 | 38 | 3.4 |
Basketball | 2 | 2 | 15 | 7.5 |
Cricket | 12 | 11 | 74 | 6.7 |
Netball | 10 | 9 | 83 | 9.2 |
Rugby | 15 | 15 | 192 | 12.8 |
Soccer | 28 | 22 | 166 | 7.6 |
Tennis | 9 | 7 | 53 | 7.6 |
Touch | 2 | 2 | 19 | 9.5 |
Sponsorship listings | Main product/activity of the sponsor | Classification used in this study | ||
---|---|---|---|---|
N | % | |||
NZ Community Trust | 40 | 6.3 | Gaming machine trust | Gambling |
Wellington City Council | 19 | 3 | City council | Non-sporting organisation |
Lion Foundation | 17 | 2.7 | Gaming machine trust | Gambling |
Pub Charity | 10 | 1.6 | Gaming machine trust | Gambling |
SPARC | 10 | 1.6 | Sporting body | Sporting organisation |
Champs Sports | 8 | 1.3 | Sports brand | Sports goods |
Scottwood Trust | 8 | 1.3 | Gaming machine trust | Gambling |
Unison Trust | 8 | 1.3 | Gaming machine trust | Gambling |
DB | 7 | 1.1 | Beer | Alcohol |
McDonalds | 6 | 0.9 | Fast food chain | Unhealthy food |
Characteristics of sponsorship
Unhealthy food | Alcohol | Gambling | Non-active Transport* & inactive entertainment** | Health promotion & healthy food | Sports goods | Sports organisations | Sports venues | All other† | Total | ||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | |
Level
| |||||||||||||||||||
Club | 9 | 2.2 | 58 | 14.4 | 73 | 18.1 | 14 | 3.5 | 2 | 0.4 | 28 | 6.9 | 9 | 2.2 | 5 | 1.2 | 206 | 51.1 | 403 |
Regional | 4 | 3.8 | 9 | 8.5 | 19 | 17.9 | 8 | 7.6 | 1 | 0.9 | 11 | 10.4 | 1 | 0.9 | 9 | 8.5 | 44 | 41.5 | 106 |
National | 5 | 3.8 | 5 | 3.8 | 28 | 21.4 | 14 | 10.7 | 3 | 2.3 | 13 | 9.9 | 17 | 13.0 | 0 | 0 | 46 | 35.1 | 131 |
Sport
| |||||||||||||||||||
Athletics | 0 | 0 | 4 | 10.5 | 7 | 18.4 | 2 | 5.3 | 0 | 0 | 4 | 10.5 | 6 | 15.8 | 0 | 0 | 15 | 39.5 | 38 |
Basketball | 1 | 6.7 | 0 | 0 | 1 | 6.7 | 2 | 13.4 | 0 | 0 | 3 | 20.0 | 4 | 26.7 | 0 | 0 | 4 | 26.7 | 15 |
Cricket | 2 | 2.7 | 7 | 9.5 | 16 | 21.6 | 4 | 5.5 | 1 | 1.4 | 7 | 9.5 | 2 | 2.7 | 1 | 1.4 | 35 | 47.3 | 74 |
Netball | 4 | 4.8 | 6 | 7.2 | 18 | 21.7 | 8 | 9.6 | 0 | 0 | 7 | 8.4 | 2 | 2.4 | 5 | 6.0 | 33 | 39.8 | 83 |
Rugby | 3 | 1.6 | 37 | 19.3 | 25 | 13.0 | 9 | 4.7 | 1 | 0.5 | 8 | 4.2 | 4 | 2.1 | 5 | 2.6 | 100 | 52.1 | 192 |
Soccer | 4 | 2.4 | 12 | 7.2 | 38 | 22.9 | 10 | 6.0 | 3 | 1.8 | 16 | 9.6 | 4 | 2.4 | 1 | 0.6 | 78 | 47.0 | 166 |
Tennis | 1 | 1.9 | 5 | 9.4 | 9 | 17.0 | 1 | 1.9 | 0 | 0 | 4 | 7.5 | 4 | 7.5 | 1 | 1.9 | 28 | 52.8 | 53 |
Touch | 3 | 15.8 | 1 | 5.3 | 6 | 31.6 | 0 | 0 | 1 | 5.3 | 3 | 15.8 | 1 | 5.3 | 1 | 5.3 | 3 | 15.8 | 19 |
Junior‡ | 8 | 24.2 | 1 | 3.0 | 5 | 15.2 | 0 | 0 | 1 | 3.0 | 1 | 3.0 | 1 | 3.0 | 0 | 0 | 16 | 48.5 | 33 |
All websites | 18 | 2.8 | 72 | 11.3 | 120 | 18.8 | 38 | 5.6 | 6 | 0.9 | 52 | 8.1 | 27 | 4.2 | 14 | 2.2 | 296 | 46.3 | 640 |
Sponsor type
City council | Franchise or multi-national | Gambling company/Trust | Government agency | Non-government agency* | Private company | Total | |||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|
N | % | N | % | N | % | N | % | N | % | N | % | N | |
Level
| |||||||||||||
Club | 18 | 4.5 | 117 | 29 | 74 | 18.4 | 3 | 0.7 | 10 | 2.5 | 181 | 44.9 | 403 |
Regional | 2 | 1.9 | 50 | 47.2 | 19 | 17.9 | 0 | 0 | 3 | 2.8 | 32 | 30.2 | 106 |
National | 1 | 0.8 | 79 | 60.3 | 25 | 19.1 | 15 | 11.5 | 4 | 3.1 | 7 | 5.3 | 131 |
Sport
| |||||||||||||
Athletics | 8 | 21.1 | 9 | 23.7 | 8 | 21.1 | 4 | 10.5 | 2 | 5.3 | 7 | 18.4 | 38 |
Basketball | 0 | 0 | 10 | 66.7 | 1 | 6.7 | 3 | 20 | 1 | 6.7 | 0 | 0 | 15 |
Cricket | 4 | 5.4 | 31 | 41.9 | 15 | 20.3 | 1 | 1.4 | 5 | 6.8 | 18 | 24.3 | 74 |
Netball | 1 | 1.2 | 39 | 47 | 18 | 21.7 | 1 | 1.2 | 1 | 1.2 | 23 | 27.7 | 83 |
Rugby | 2 | 1 | 75 | 39.1 | 25 | 13 | 0 | 0 | 4 | 2.1 | 86 | 44.8 | 192 |
Soccer | 2 | 1.2 | 58 | 34.9 | 37 | 22.3 | 4 | 2.4 | 2 | 1.2 | 63 | 38 | 166 |
Tennis | 4 | 7.5 | 16 | 30.2 | 8 | 15.1 | 3 | 5.7 | 2 | 3.8 | 20 | 37.7 | 53 |
Touch | 0 | 0 | 8 | 42.1 | 6 | 31.6 | 2 | 10.5 | 0 | 0 | 3 | 15.8 | 19 |
Junior
| 2 | 6.1 | 19 | 57.6 | 5 | 15.2 | 1 | 3 | 0 | 0 | 6 | 18.2 | 33 |
All websites
| 21 | 3.3 | 246 | 38.4 | 118 | 18.4 | 18 | 2.8 | 17 | 2.7 | 220 | 34.4 | 640 |
Health-related classification
"Healthy" | "Unhealthy" | "Non Classified"* | All websites | ||||
---|---|---|---|---|---|---|---|
N | % | N | % | N | % | N | |
Level
| |||||||
Club | 44 | 10.9 | 139 | 34.5 | 220 | 54.6 | 403 |
Regional | 22 | 20.8 | 32 | 30.2 | 52 | 49.1 | 106 |
National | 33 | 25.2 | 38 | 29.0 | 60 | 45.8 | 131 |
Sport
| |||||||
Athletics | 10 | 26.3 | 11 | 28.9 | 17 | 44.7 | 38 |
Basketball | 7 | 46.7 | 2 | 13.3 | 6 | 40.0 | 15 |
Cricket | 11 | 14.9 | 24 | 32.4 | 39 | 52.7 | 74 |
Netball | 14 | 16.9 | 28 | 33.4 | 41 | 49.4 | 83 |
Rugby | 18 | 9.4 | 65 | 33.9 | 109 | 56.8 | 192 |
Soccer | 24 | 14.5 | 54 | 32.5 | 88 | 53.0 | 166 |
Tennis | 9 | 17.0 | 15 | 28.3 | 29 | 54.7 | 53 |
Touch | 6 | 31.6 | 10 | 52.6 | 3 | 15.8 | 19 |
Junior** | 3 | 9.1 | 14 | 42.4 | 16 | 48.5 | 33 |
All websites
| 99 | 15.5 | 209 | 32.7 | 332 | 51.9 | 640 |