Prevalence, value and food marketing methods of food-related sponsorship and contracts in Canadian recreation and sport facilities.

objectiveTo examine the prevalence, financial value and marketing leveraging methods of food sponsorship agreements and food service contracts in Canadian recreation and sport facilities (RSF).

designCross-sectional survey using descriptive analysis. RSF managers and directors reported the number, value and types of marketing leveraging methods used in food-related sponsorship agreements and food service contracts.

settingPublicly funded RSF in nine Canadian provinces that provide indoor sport programming for children and youth.

participantsEighty-six RSF representatives completed the survey (response rate: 73·9 %). Most facilities were municipally owned and located in urban settings; over 70 % served children under 13 years of age.

resultsFood sponsorship agreements and food service contracts were reported by 36·5 % and 65·5 % of RSF, respectively. Financial donations were included in 88·6 % of sponsorship agreements and 27·4 % of contracts. Sponsors contributed a median of 25·0 % (IQR: 13·9-83·3 %) of total sponsorship income, with a median annual donation per sponsor of $500 (IQR: $288-$1375). Nearly all agreements and contracts included at least one food marketing leveraging method. Branded signage was the most common in sponsorship agreements (64·6 %), while equipment donation was the most common in food service contracts (52·2 %). CONCLUSIONS AND IMPLICATIONS: Food sponsorship and service agreements are prevalent in Canadian RSF and include financial and in-kind contributions that may benefit facilities. However, the marketing leveraging methods used - such as branded signage and product provision - may also increase children's exposure to food marketing. Greater monitoring and evaluation of these marketing practices are needed, especially in the context of proposed national marketing restrictions.