Will the 2010 World Cup cause obesity?

2010 World Cup

With the 2010 World Cup approaching ever closer, questions are being raised over health implications after the World Cup has finished. It's being asked whether obesity rates could rise after the World Cup?

Having McDonald's, Coca Cola and Budweiser as sponsors or partners for the 2010 World Cup means millions of children will be subjected to the marketing of unhealthy foods and drinks, the World Cancer Research Fund (WCRF) has warned.

WCRF is concerned about the potential impact of this type of marketing and has urged parents to counteract the effect on their children by promoting healthy eating during the tournament.

The 2010 World Cup in South Africa is expected to be watched live on television by hundreds of millions of people, many of who will be children. WCRF is concerned because the evidence shows that the advertising of unhealthy foods and drink, particularly on television, is probably a cause of childhood obesity.

FIFA supporting anti-obesity campaign

FIFA president Sepp Blatter recently lent his support to Michelle Obama's anti-obesity campaign, saying in a FIFA press release that "sport in general and football in particular can help to fight this curse". But WCRF is calling on FIFA to back up these words by agreeing not to consider companies that promote unhealthy products for future sponsorship deals.

Teresa Nightingale, General Manager for WCRF, said: "There is no doubt that when it comes to the fight against childhood obesity, football can be a force for good because it is a type of physical activity that is accessible to almost everyone.

"I am sure many children will be inspired by the skills of the likes of Rooney and Messi and try to repeat them in their back gardens and local parks in the same way as their parents and grandparents once tried to emulate Maradona and Pelé. We hope that for at least some of these children, the World Cup will spark an interest in sport that will lead to a long-term increase in their physical activity levels."

She went on to say, "But we are raising our concerns about the sponsors and partners for the World Cup so that parents can be aware of the potential effect that this kind of marketing can have on children. We are encouraging them to try and offset this influence by stocking up on healthy foods such as fruits and vegetables during the World Cup and by making sure their children know about the importance of eating healthily.

"It is disappointing that these companies have been chosen as sponsors and partners. The FIFA website describes sponsorship as an opportunity to promote brands on a global basis and we would argue that it is a real own goal to be giving this opportunity to companies that are known for unhealthy products.

"We have to be realistic and accept that the existing sponsorship agreements are now in place. But it would be a great boost for public health around the world if FIFA could show real leadership on this issue by announcing that it will not consider companies that promote unhealthy products as sponsors or partners in future."

'The 11 for Health'

Despite questions being raised over obesity levels after the 2010 World Cup, back in March, FIFA appointed Chelsea duo Michael Essien and Didier Drogba among nine other players to spearhead good health among community members worldwide. Other players include Nompumelelo Nyandeni, Cristiano Ronaldo and Lionel Messi.

The project dubbed 'The 11 for Health' was aimed at exploring football's unique potential to improve the condition of people.

Each player adopted a key health message addressing important topics:

1. Play football regularly

2. Respect girls and women

3. Protect yourself from HIV

4. Avoid drugs and alcohol

5. Use treated bed nets

6. Wash your hands

7. Drink clean water

8. Eat a balanced diet

9. Vaccinate yourself and your family

10. Take your prescribed medication

11. Fair play

"The project will enable us to deliver health education through football," explained Dr. Michel D'Hooghe, chairman of FIFA's Medical Committee.

According to organisers, the project is based on an analysis of the top health risks factors identified by the World Health Organization (WHO).

"A pilot study using football as an educational health tool was conducted throughout last year in Khayelitsha involving children between the ages of 11 and 15," said Prof. Jiri Dvorak, FIFA's Chief Medical Officer and F-MARC chairman.

"Lack of fitness is the number one cause of death in our society. A healthy and effective way of preventing this is by playing football."

Results of 'The 11 for Health' in school children living in a township in South Africa were most promising and lead to further tests of the programme in Zimbabwe and Mauritius. Accordingly, not only the programme, but also different implementation schemes can be verified with final results expected in summer.

The end of the 2010 World Cup

So could the 2010 World Cup be blamed if obesity levels rise when it finishes? Well some would look to blame it, but at least for the build-up, they put measures in place to try and educate some on important issues. Advertising is present on a day-to-day basis, it is seen by millions each and every day, so on the advertising front, this is no different from normal. Some could say that the 2010 World Cup will just be used as a scape-goat.

Jodie Humphries

Jodie Humphries graduated from Bath Spa University with a BA Hons in Creative Writing in 2008. She has worked for GDS Publishing for the digital group since July 2009. She has previous experience with writing for the web, running her own website since April 2007.

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