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Unhealthy Sponsors Of The World Cup

By Paul Myers

World Football governing body, FIFA has been seen as scoring an ‘own goal’ by agreeing sponsorship deals for the upcoming World Cup in South Africa with companies that products that are known as being ‘unhealthy’.

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.

Each of the selected sponsors will display their advertisements prominently on display hoardings and digital media. And in response to the criticism, the sponsors deny that the deals would have any negative effect on the regular diets of youngsters.

Considering the healthy alternatives for sponsorship that is available, the sponsorship choices have been noted as being disappointing. 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 children will not be affected by the advertisements.

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.

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.

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.

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Article Citation
MLA Style Citation:
Myers, Paul "Unhealthy Sponsors Of The World Cup." Unhealthy Sponsors Of The World Cup. 27 Jun. 2010. 26 Oct 2014 <>.

APA Style Citation:
Myers, P (2010, June 27). Unhealthy Sponsors Of The World Cup. Retrieved October 26, 2014, from

Chicago Style Citation:
Myers, Paul "Unhealthy Sponsors Of The World Cup"

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