• Jill Sherriff, Denise Griffiths, and Mike Daube.
• Curtin Health Innovative Research Institute, Curtin University of Technology, Western Australia. J.Sherriff@curtin.edu.au
• Aust N Z J Public Health. 2010 Feb 1; 34 (1): 19-23.

ObjectiveTo analyse sports sponsorship by food and alcohol companies by quantifying the proportion of time that the main sponsor's logo was seen during each of three cricket telecasts, the extent of paid advertising during the telecast and the contribution by the main sponsor to this, and to describe the associated ground advertising.MethodsDVD recordings of the three telecasts were analysed for visibility of the main sponsor's logo during actual playing time and for each sponsor's proportion of the advertising time during breaks in telecast.ResultsThe main sponsor's logo was visible on a range of equipment and clothing that resulted in it being clearly identifiable from 44% to 74% of the game time. The proportion of paid advertising time in these three telecasts varied from 3% to 20%, reflecting the difference in advertising content of paid television versus free-to-air.ImplicationsWhile television food advertising to children is under review, sporting telecasts also reach children and, until recently, have avoided scrutiny. This content analysis of three recent cricket telecasts reveals an unacceptable level of exposure to food and alcohol marketing, particularly in the form of the main sponsor's logo. Sponsorship is not covered by the voluntary codes of practice that address some forms of advertising. A new system of regulation is required to reduce this unacceptable level of exposure.© 2010 The Authors. Journal Compilation © 2010 Public Health Association of Australia.

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