Premier League Endorsement Deals Promoting Unhealthy Foods Under Fire
Premier League clubs Liverpool FC and Manchester City have been slammed by health charities for signing multi-million pound marketing deals with junk food brands.
Liverpool has struck an endorsement arrangement with Dunkin Donuts which will see their brand logo appear around the stadium and have its products sold on match days, while Manchester City's Etihad stadium will supply Jaguar Energy Drink. In addition, Dunkin and Jaguar spokespeople have hinted at creating a number of in-stadium and digital fan activations through these partnerships to expand their brand profiles in Britain.
Health charities claim that these types of marketing campaigns could taint the "sporting success" associated with both clubs if they use players to endorse unhealthy products that are high in calories and sugar content.
To complement this point of view, recent YouGov research showed that 45% of fans attending UK sporting events reported being uneasy about the lack of healthier foods and poor quality ingredients sold in stadiums.
Co-ordinator for Sustain's Children's Food Campaign, Malcolm Clark, commented: "Whilst Jaguar may be being promoted slightly differently to donuts, which is much less child and family friendly pitch, we are still concerned for the potential increased consumption amongst younger teenagers, and the general message that this tie-up conveys about the acceptability, frequency and coolness of drinking energy drinks - especially when people don't fully appreciate how much sugar is in them."