Sponsors as meso-level actors in sport

Understanding individual decisions as foundational to sustainability in food and drink

Authored by: T. Bettina Cornwell , Joerg Koenigstorfer

Routledge Handbook of Sport and the Environment

Print publication date:  August  2017
Online publication date:  July  2017

Print ISBN: 9781138666153
eBook ISBN: 9781315619514
Adobe ISBN:

10.4324/9781315619514.ch12

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Abstract

Imagine the following situation: a family decides to go to a venue and watch their favorite baseball team. All the family members look forward to attending the game and having a great time together. After they have entered the stadium and before the game, they want to get something to eat. What options are available to them? What foods do the children want? What do their peer group members (i.e., friends and other fans) eat? What is the typical or traditional food that one eats in the stadium before (during or even after) watching the game? How do the favorite team’s sponsors influence food and drink decisions? These questions are relevant to individuals, families, and the whole of society, because events held in arenas, stadiums, and other entertainment venues are commonplace. Importantly, these contexts present a restricted and bounded food and drink context that is often in conflict with individual and societal goals related to sustainability and health.

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