ABSTRACT
This chapter examines the relationship between sponsorship-linked marketing efforts of sport sponsors with sustainable food and drink consumption patterns of sport spectators. It shows that incorporates micro decision-making of individuals, meso-level actors such as sponsors, sport organizations, and venues as well as macro cultural and societal-level influences and outcomes. The chapter presents challenges to sustainable food and drink choices and examined the challenges at the micro, meso, and macro levels and it highlights the sponsors' role as meso-level actors. Sponsors frequently hold "pouring rights" or vendor agreements at venues such that only their products will be on offer to consumers. In broad consideration of food eaten outside the home, sponsors have come under scrutiny in the United States due to new Food and Drug Administration menu labeling laws. Interestingly, food and drink companies that act as sponsors at sport venues typically have commitments to sustainability as part of their corporate mission.
