FIFA, the World Football governing body has been seen as scoring an ‘own goal’ by agreeing unhealthy sponsorship deals for the upcoming World Cup in South Africa. The deals have been struck with companies that sell products that are regarded as being of an unhealthy nature.
The world Cancer Research Fund has recently criticised FIFA for partnering with fast food giants McDonalds, soft drink maker Coca Cola and beer producer Budweiser. They went on to say that this tournament is a good opportunity to promote active lifestyles, especially in children.
In response, the sponsors deny that the deals would have any negative effect on the regular diets of youngsters. Each of the selected sponsors will display their advertisements prominently on display hoardings and digital media.
The charity believes that with the matches being beamed around the globe and being watched potentially by billions in more than 200 countries, it’s hard to see how people will not be influenced. It is a disappointing move that these companies have been chosen, considering the wealth of options available for promoting healthy lifestyles.
Children are highly influenced by popular sporting personalities such as Rooney, Messi and Ronaldo, and football is a widely accessible game. Whilst watching the world cup games it will be impossible not to be exposed to the ‘unhealthy’ advertising, and quite likely that children will perceive these sponsors to be healthy when their sporting hero is seen standing next to the advert.
FIFA has the opportunity to opt for a wider range of sponsorship deals, instead we see the same old unhealthy sponsors we see at every major sporting event, excluding the opportunity to include lesser known, healthy options.
Parental education could be the way to go, with the charity attempting to raise their concerns by urging parents to purchase extra fruit and veg and to encourage their child to eat these, over the unhealthier options.
Now is the time to take advantage of a Family Health Cash plan as it means you will always have help with the cost of remaining healthy. medical health plans are a good idea if you require basic cover for day to day health care.