Impact of engaging with spectators at the Perth Glory
Following Healthway's sponsorship of the Perth Glory, this study aimed to assess the impact of sponsorship activities over the 2013/2014 season.
Michael is a health promotion researcher with a focus on program evaluation, physical activity and young people.Full profile
Renee currently works in health promotion evaluation and has specific interests in health sponsorship, public health advocacy, physical activity and nutrition research.Full profile
Leanne is an epidemiologist and biostatistician whose main interest is in adolescent and child social, emotional and mental wellbeing.Full profile
Football (soccer) is one of the fastest growing sports in Australia, with one in ten WA children participating in the sport in 2012. The Perth Glory Football Club represents WA as part of the national Hyundai A-league and with an average 9500 spectators attending home games, is well positioned to provide opportunities to reach a broad captive audience.
In 2013, Healthway entered into a sponsorship agreement with the Perth Glory in exchange for the promotion of the LiveLighter health message. The LiveLighter message is supported by a state funded social media campaign delivered by the National Heart Foundation and Cancer Council. Live Lighter promotes healthier lifestyles by encouraging people to make healthier food and drink choices and to be more active.
The overall aim of the Healthway sponsorship of Perth Glory was to promote the LiveLighter message and increase awareness and subsequent cognitive impact effects among spectators at Perth Glory home games during the 2013/2014 Hyundai A-League season.
This study set out to measure the impact of the overall sponsorship and specific activation activities during game four and ten on spectators awareness, understanding and behaviour intentions towards the LiveLighter message.
Ferguson R, Rosenberg M and Lester L. The Cognitive Impact of the LiveLighter message at the Perth Glory 2013/2014. Health Promotion Evaluation Unit, School of Sport Science, Exercise and Health, The University of Western Australia, Perth, 2014.
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