The Obesity Crisis Raising Some Thoughtful and Provocative Debates with respect to Sport Marketing

Main Author: Hassan Fofana Sports Consultant & Field Agent
Contact: time2ballinc@gmail.com
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The Obesity Crisis Raising Some Thoughtful and Provocative Debates with respect to Sport Marketing

by Hassan FOFANA

London 2012 Summer Olympic 27 July - 12 August

The 2008 summer Olympics in Beijing set the bar high in many ways, including stricter anti-doping testing policies, record breaking TV viewership of several hundred million, more than 40 world records, 130 Olympic records, breathtaking venues and sports arenas and the unforgettable opening and closing ceremonies. As a sport fan, I am anxiously looking forward to what London has planned for us.

It is quite rare for the summer Olympics to pass without the occurrence of any controversy or protest. In 1968, at the summer Olympics in Mexico City, African American US track and field 200m gold and bronze medalists, Tommy Smith and John Carlos, raised their hands in a black power salute from the podium to protest against any act of racism toward black people. In 2008, many politicians and celebrities announced their intentions to boycott the Beijing Olympics to protest China’s involvement in the conflicts in Darfur and Myanmar, as well as their political actions against Tibet. For a sporting event as massive as the Olympics, these kinds of protests and controversies are inevitable; however, the Olympics committee does a great job in separating the politics from the Games themselves. This year, the 2012 summer Olympics is at the center of a political debate regarding the obesity crisis and sports marketing.

The Olympics is one of the largest and most watched sporting events in the world and the Olympic committee’s acceptance of sponsorship from worldwide fast food chain leader, McDonald's, and soft drink producer, Coca Cola, knowing that they play significant roles in obesity and its related diseases has raised some thoughtful, provocative and ethical questions. This time, the 2012 controversy is directly linked to the management of the Olympic Games and requires a certain delicacy and diplomacy in order to both appease the sports fans, who are sensitive to the obesity epidemic and to honor their sponsorship agreement with McDonald's. While the Olympic Committee tries to figure out the best response to please those sensitive to the topic of obesity, as well as to maintain the righteous mission and image of the Olympics, the question one must ask is whether or not the Olympics has the power to solve the obesity crisis. 

For most, the summer Olympics is a significant and unique marketing platform that can capture the attention of millions of viewers all over the world, across 36 sports and 300 events. McDonald's and Coca Cola sponsorships account for a major portion, 40% in fact, of the revenues generated from commercial partnerships. Therefore, by rejecting the sponsorship of two long-time sponsors, since 1928 and 1976 respectively for Coca Cola and McDonald's, the Olympics will be placed in seriously risky financial situation.

Now the question is whether or not the Olympics is sending the wrong message by accepting these sponsorships? My answer is no for two main reasons. First, there is no doubt that McDonald's and Coca Cola play major roles in the obesity epidemic by mass producing and distributing high fat, high calorie, and nutritionally poor food and drinks; however, these companies have supported the Olympics for many years. During much of these past years, youngsters were more active and spent more time outdoors, Now, kids spend the majority of their time sedentary, either at home, in class, playing video games, watching television or online. Social networking is a major contributor to this culture change. Second, we are what we eat. It is a shame that the main populations targeted by these food corporations are children; however, as parents, we must have some kind of control over our children’s diets and daily routines.

What we do know is that obesity results from a combination of causes. These include: (i) Genetics and hormones, which have significant influences on one’s body weight; (ii) Consuming more calories than one burns throughout the day as the body stores excess calories as fat; (iii) Inactivity or laziness, which reduces the number of calories burned and one’s rate of metabolism; (iv) Poor diet and/or eating disorders, which causes individuals to consume food high in caloric value, but low in necessary nutrients, including vitamins, or causes unstable, highly fluctuating amounts of calories; and (v) Lack of sleep, which can cause hormonal changes that could result in increases in one’s appetite. McDonald's and Coca Cola play significant roles in the obesity, but they are not the sole cause of it. The Olympics Committee will not solve the obesity crisis by rejecting sponsorship from McDonald's or Coca Cola.