Junkfood Sponsorship in Sport

In relation to a letter to the editor by Maurice Swanson, CEO Heart Foundation, (The West Australian 26/10/2012), I support the notion that there needs to be more discussion in regards to junk food sponsorship in sport. A healthy debate would bring awareness to the negligent factors associated with sport being sponsored by junk food, awareness to sport promoters and players and to the affected families and communities. Also a debate will bring to light the negative issues involving our children’s health, this should entice people to take more affirmative action against this particular type of sponsorship. The main reason for this essay is to bring awareness to how junk food sponsorship in sport is being represented, the impressions and perceptions that children and young adults have, also the possible adverse effects in relation to obesity and other health factors associated with these young people.
Junk food sponsorships are hitching rides on the back of sporting affiliates and associations and it is these companies that have no disregard the negative impact these products have and fail to see how inappropriate this behaviour really is. Junk food sponsorship is being misrepresented and is encouraging positive interpretation from communities. An example of this would be how they not only sponsor sport but also things like community social events. It is this interpretation having a positive reaction that allows junk food sponsorship and promoters to succeed in their effectiveness. The commercialisation of junk food is more effective when associated with such things as sporting goods, sporting venues, sporting promoters, teams and individual players. Its effectiveness should not undermine its impact, especially on children and young adults with who this type of sponsorship is most directed.
Young people are easily influenced by their surroundings, particularly by the adults around them and the messages that they promote. An example from Swanson ` we know that