How can sponsoring of sports teams influence healthy eating on children?

Field lab in marketing: Children consumer behaviour

This research aims to evaluate the impact of sports sponsorship of a healthy food brand (Mimosa) on children’s eating habits and on their consumer behavior. While previous research on sponsorship was mainly focused on measuring its’ effects on middle-aged adults, our study targeted children between 7 and 11 years old. Through a structured questionnaire responded by a sample of 136 children, we were able to measure their knowledge and attitudes towards the brand and the product, their perception about the persuasive intent of the sponsor and their behavior and attitudes towards healthy eating. Our results suggest that although children already have some knowledge and attitudes towards healthy brands as well as indications about caring about their eating behavior, that does not seem to be triggered by the sponsor. Moreover, they do not appear to understand yet the persuasive intent of the sponsor at these ages.