Detrimental Industries' Sponsorship in Football Clubs Across Ten Major Leagues from 2000-2022: A Retrospective Study

Sponsorship of football teams by detrimental industries may negatively impact fans' dietary and behavioral choices. The study aimed to determine the proportion of sponsors on the jerseys of teams in the top ten football leagues that comprise companies producing alcohol or unhealthy food, or engaging in gambling.

We conducted a retrospective study, incorporating data from first-division football teams in 10 countries (Argentina, Brazil, England, France, Germany, Italy, Poland, the Netherlands, Spain, and the United States) playing from 2000-2022. Data were collected on the primary sponsors displayed on team jerseys and categorized into alcohol, unhealthy food (defined as producers of ultra-processed food according to the NOVA classification), gambling, or other, based on the nature of the products or services offered by the sponsors. We performed descriptive statistical analyses and multivariate linear regression analyses.

A total of 4452 sponsorship records were analyzed. The majority were classified as "other" (81.8%), followed by gambling (6.9%), alcohol (2.6%), and unhealthy food (2.6%). We did not identify any sponsor representing the tobacco industry. The prevalence of gambling sponsors surged from 1.7% in 2000 to 16.3% in 2022. Conversely, alcohol-related sponsorships dwindled from 6.2% in 2000 to 1.0% in 2022. In the multivariate linear regression model, these trends were statistically significant. The alcohol industry remained visible in the Spanish league.

A significant proportion of sponsorships on the jerseys of top football teams across the world represents alcohol, ultra-processed food, or the gambling industry. Trends in the types of sponsors on the jerseys of leading football clubs across the Western world are diverse. Particularly concerning is the recent increase in the percentage of clubs sponsored by the gambling industry. To limit the detrimental effects of the promotion of unhealthy products, novel policies should be considered.