Football fans and food

Objective Although there is growing awareness of the impact of diet on health, little attention has been given to the food available in our sports stadia. We used a football club (Citygrene FC) – Citygrene is a fictional name – in the English Premier League as a case study to examine the attitudes of male and female football supporters to the food and drink available at their home stadium (Citygrene Stadium). Design The research design used five focus groups of male and female fans. The discourse was audiotaped, transcribed, coded and analysed for themes. Setting A football stadium in the English Premier League, England. Subjects The participants were season ticket holders drawn from two stands at Citygrene Stadium. Results The research showed a high level of dissatisfaction with the food and drink supplied. There were key differences in the views of the male and female participants in the focus groups, with the women more concerned about wider issues such as the lack of healthy food. Both men and women were aware of their role as consumers and felt that there was an opportunity for Citygrene to improve their catering profits, if they provided a better selection of food and drink and an improved service. Conclusions The study shows that there is a demand for healthier food options (and a wider choice of food and drink in general), which may provide an economic opportunity for stadium and catering managers. In addition, a stadium may be considered a potential ‘healthy setting’, which can serve as a supportive environment for healthier food choices

Advertising · Business · Club · Focus group · Football · League · Political science · Service (business · Stadium · Behavioral Health and Interventions · Eating Disorders and Behaviors · Medicine · Obesity, Physical Activity, Diet · Marketing

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