An increased focus on obesity may restrict the type of food and drink brands which will be allowed to sponsor the 2012 London Olympic games, British suppliers are being warned.
Organisers of London 2012 revealed they have already been inundated by companies from around the globe interested in sponsoring the event.
Charlie Powell, project officer at food and farming pressure group Sustain, said he expected that by 2012 the Children’s Food Bill, which aims to protect youngsters from the marketing of unhealthy food and drinks, would be enacted and would impact on the event.
“Children are a major audience of the Olympics and we would expect the Bill to extend to the Olympics,” he said.
Chris Grantham, strategy
consultant at brand agency Dragon, said companies would need to take a more responsible approach to sponsorship in order to gain lucrative deals. For example, he said, Coca-Cola, which has sponsored every games since 1928, might be forced to use Minute Maid juice or water to front a campaign.
“The challenge has been thrown down by the way London has bid for the Olympics,” he said. “The focus was to inspire young people to get involved with sport.”
Stefan Chomka & Claire Hu
Grantham predicted that companies such as Kraft, Heinz and Campbell’s, which have raised the nutritional value of their products, would stand more chance of getting deals.