Food Promotion & Marketing
The inside track on the marketing strategies of Olympic food and soft drink sponsors, and the sponsorship deals behind them.
The recent 2012 summer Olympic games in London were a huge success (unless you measure success in terms of Australian gold medals). However, anyone who watched the telecasts from the games could not avoid being exposed to a significant amount of marketing by junk food manufactures including some shameless promos by high profile athletes.
One of our New Zealand Council members, Prof Elaine Rush was interviewed on national television discussing how food manufacturers use sponsorship of the Olympics and other sports sponsorship to downplay the role diet has in obesity, rather than acknowledging that both increased activity and a healthier diet are vital.
See her interview here: http://tvnz.co.nz/breakfast-news/junk-food-olympics-video-5017646
Elaine referred to the work undertaken by the UK food advocacy group called sustain which found that corporate sponsorship accounts for less than 10% of the total funding for the London2012 Games, and junk food sponsors contribute only around 2% of the IOC income. Yet sponsors like Coca-Cola, McDonald’s and Cadbury’s are given an unrivalled platform to promote their unhealthy brands and products. The report concludes that the IOC should set proper conditions on promoting healthy eating in their sponsorship deals, and that junk food brands should be excluded from sponsoring all sporting events.
You will find a copy of this report here: http://www.sustainweb.org/publications/?id=237
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