sports ethnography

client: Bite Back 2030

understanding the impact food and drink marketing in sport has on young people.

  • multinational corporations promoting food and drink products high in fat, salt and sugar (HFSS) during sporting events is as old as advertising itself, but the negative impact it’s having on young people’s health is worsening.
  • to uncover how this phenomenon affects young people specifically in football, i led research and strategy teams in delivering a 2-week digital ethnography exploring the lives of 13 - 18 year olds, primarily in cities across the uk. the findings were comprised into a full report and will go onto support Bite Back’s efforts in lobbying for regulation in HFSS marketing in sport.


  • Livity, archtype.