Research relating to community sport event sponsorship tends to focus on the stereotypical realm of taboo sponsorship which traditionally includes tobacco, alcohol and gambling. However, products, such as soft drinks, confectionary and fast food are now being viewed by some event stakeholders and community members in a similar fashion. This change has been attributed to increasing public health concerns. This paper presents research findings from a study which details the impact a public health agenda is having on the management of New Zealand based community sport events and a new range of sponsors. Previous research within this field have tended to appear in health and nutrition focussed publications. This paper moves discussion on the topic into the sport, event and business management fields. Results demonstrate the changing nature of public health initiatives, event stakeholder alignment considerations and the development of policy and legislation limiting community sport event stakeholder relationships.
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