Caborn Slams Anti-sponsorship Lobbyists
Minister for Sport Richard Caborn has leapt to the defence ofsupposedly unhealthy brands whose sport sponsorships have come underthreat from anti-junk food lobbyists.
In light of concerns over child obesity, many healthy eating campaigners have been pushing for a total ban on such brands sponsoring sport but Caborn was vociferous in his defence of these deals.
In an exclusive interview with Sportindustry.biz, the Minister for Sport stated: ‘It’s about balance. You have a proper diet and you do exercise. If you do that you can eat your chocolate and you can have your McDonald’s or your drinks. If these brands want to get involved in sport then we should allow that.’
Caborn made it clear where he believes the problem lies, stating that the real issue was the imbalance in children’s lifestyles.
‘The statistic that sticks in my mind is that a child 30 years ago got 70% more exercise than a child today. That’s where the imbalance has been. We’re an inactive nation.’
Caborn’s criticism of such lobbying comes only a few days before broadcasting regulator Ofcom is scheduled to publish its code on advertising to children. The revamped code could clamp down on unhealthy brands promoting themselves to this demographic group which would prevent the likes of McDonald’s promoting their grass-roots sports associations through TV advertising.
To hear the Minister for Sport’s full comments on sport sponsorship’s role in the child obesity debate and his plans for increasing the amount of regular exercise children get through participation in sport, go to the interview section of Sportindustry.biz.
