The fine line of sponsorship

 

McDonaldsThe majority of Australians want fast food chains to quit sponsoring children’s sporting events, such as Little Athletics.

A survey by the Obesity Policy Coalition and the Centre for Behavioural Research found almost 70 per cent of respondents support the policy.

More than half would also like restrictions on the fast food sponsorship of any sporting event that may be watched by children.

The survey comes as fast food chains face increasing pressure, both in Australia and overseas, to address the unhealthy limitations of their products.

McDonald’s has long been a sponsor of Little Athletics and other children’s sporting events in Australia.

Other sponsors of Little Athletics include IGA Community Chest and footwear brand, Asics.

A South Australian study in 2010 found that 92 per cent of food and beverage sponsors of top children’s sporting events “represent unhealthy products”.

Names included McDonald’s, Powerade, Milo, KFC, Subway, and Coca Cola Amatil.

The critics versus McDonald’s

Critics told the ABC this week that fast food chains sponsorship agendas are out of line with the healthy lifestyle messages of sport.

“I think [the survey results] show that even where there is a benefit to the community from this sort of sponsorship, that really the community understands it is conflicting,” said Jane Martin from the Obesity Policy Coalition.

“It does send mixed messages to children and it’s not an appropriate relationship [especially] if these companies are saying they don’t market to children under 12.

“It seems ridiculous that they can justify continuing to engage in this sort of sponsorship.”

McDonald’s hit back by saying its sponsorship of kids’ sporting events is about giving back to local communities.

“The main purpose of our support is to add value to the community and to encourage kids to be active and embrace balanced lifestyles,” it said.

McDonald’s Australia is said to invest more than $2 million annually in kids sporting events.

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.