Abstract:
The following work investigates the emergence and possible future direction of health sponsorship in New Zealand.
Primary data gained by extensive group and individual interviews are linked with literature review-based findings on commercial sponsorship and the experience of health promotion agencies in Australia.
The findings indicate that health sponsorship has made a significant impact on the corporate sponsorship market-place in New Zealand. The difficulties associated with measuring the effectiveness of health sponsorship regarding behavioural change are also highlighted.
The patterns and attitudes that emerge can be used as a starting-point from which further analysis can be made to develop an even better understanding of the role and perceived effectiveness of health sponsorship in New Zealand.
