World Cup Deemed As 'unhealthy'

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.

World Cancer Research Fund say that this tournament is a good opportunity to promote more 'healthy' lifestyle products in youngsters and has aimed criticism at FIFA's role in partnering with companies such as McDonalds, Coca Cola and Budweiser.

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.

World cup games will be beamed around the globe, to over 200 countries with potential ordinances of billions. The sponsorship choices have been noted as being disappointing, considering the healthy alternatives for sponsorship that is available, it's hard to see how children will not be affected by the advertisements.

Football is a global game and millions of children worldwide take part in the sport. These children are highly influenced by popular personalities such as Rooney, Messi and Ronaldo, so when they see unhealthy sponsorship deals advertising a globally accessible sports game next to their sporting heroes then it is highly likely they will see the unhealthy sponsorships in a positive light, perhaps even perceiving them as healthy.

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.

The opportunity is there for FIFA to choose a wider range of sponsorship deals; however we continue to see the same unhealthy sponsors at every major sporting event taking place. This diminishes the opportunity for lesser know healthy brands to promote their own products.

by: Paul Myers.

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