The emergence and future direction of health sponsorship in New Zealand

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.