Foods and drinks of low nutritional value are often promoted by associating them with physical activity and sport. This association is made through several means:
Associating with sports is lucrative for the food industry. It allows them to:
Food marketing implies that many health problems are primarily attributable to a lack of physical activity, and therefore that it is appropriate to eat products of low nutritional value on a regular basis, as long as you get enough exercise.
Some companies fund physical activity programs, particularly campaigns aimed at children. This form of “corporate social responsibility” improves the company’s image and serves to hide the harmful effects of certain food products on health1,2,3.
Athletes symbolize excellence, performance and determination and are seen as models to follow in terms of healthy lifestyle habits. In the eyes of the public, they can even act as credible sources of information4. Sports teams benefit from a strong emotional attachment from their supporters.
Food marketing by association with sports is not without consequences.
Some sports facilities offer healthy food options. For their part, some athletes choose to refuse to promote poorly nutritious food products and actively denounce such promotional agreement.
Until recently, the tobacco and alcohol industries were the main sponsors of many major sporting teams and events5. Since 1988, sports sponsorship by tobacco companies is prohibited in Quebec.
This approach is worth considering for sponsorships by companies offering unhealthy food products. Often seen as a “necessary evil” for financing organized sports, sporting activities or elite sports, this type of sponsorship is certainly not essential to making physical activity accessible to young people.
Strategic placement at checkout encourages impulsive purchases.
Learn more
Local food is not synonymous with health.
Sports sponsorships are used to give featured products a health halo.
The food industry takes advantage of children’s vulnerability.
A better framework for packaging marketing.
The overconsumption of ultra-processed foods is concerning.
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