A NECCESSARY EVIL?

Coca-Cola, VB, Bundaberg, Carlton Draught, Cadbury, Hungry Jacks, KFC, FourN20 pies, Villis, Mother, Keno, TAB Sportsbet, Milo, betfair. What have I just listed? The ingredients of a bloody good time? Maybe.

 What if I said that all these companies were listed as major sponsors of 3 of Australia's most  popular sports, NRL, AFL and Cricket Australia? (I couldn't find info on sponsors of Rugby and Soccer. Great promotion by them, not.)

We as a nation are currently in a situation where Australia has become the fattest country in the world per capita, Cardiovascular disease is fast becoming our biggest killer, child obesity is rampant, we are in the midst of major political debate over problem gambling and alcohol use and abuse amongst teens is ever increasing. Surely allowing these companies to flaunt their wares in such an exposed forum as sport is a major issue that needs addressing. 

I am actually torn on this subject, much to my own surprise.  As a result, this article is more a discussion then a rant.  There a few different angles to this issue, all of which have merit.  Lets discuss them, analyse them and formulate a plan moving forward to help solve the problem.

On the face of it, fast food, alcohol and gambling sponsorship and advertising in sport appears wrong.  The same way tobacco advertising is banned, don't these categories fit the same bill?

Our nation is obsessed with sport, so by sponsoring a major sport, companies get access to everyone, from little kids to the elderly, a complete blanket coverage of the entire population which is why it makes sense for them to invest the amounts they do into their sponsorship deals.

 What hope have we got of convincing our kids to eat the veggies we put in front of them, when for a whole summer they have been able to watch their cricketing heroes chowing down on some KFC at every single TV ad break?

 How can we have major political debate over problem pokie players but allow bookmakers to update odds and promote gambling at every break in play?

 Why does sport, as a whole, which promotes a healthy lifestyle and the benefits of being active, allow their product to be aligned with companies and products that promote the exact opposite?

 Why have they sold out?

The answer to all these questions is the same and it is the reason I am yet to form a definitive opinion on this topic.  That answer is MONEY.

Sport has indeed sold out and here's why.  Every single junior and most senior level clubs of any sport around the country is struggling for cash! Without cash, sporting clubs would cease to exist. Simple.

 I have been involved in sporting clubs my whole life, mostly through Rugby League as both a child and a adult, mostly as a player but more recently as a coach and administrator.  Money is where it's at!  Running a sport is very expensive, running a club is very expensive.  To be competitive and successful, you need the best coaches, the best players and the latest equipment and it all costs.  To pay for this you need sponsors and in today's economic climate, good sponsors are as rare as gold.

So what do we do?

 Do we outlaw fast food, gambling and alcohol sponsorship in sport to stop the  unadulterated promotion of the very things that are destroying society?

Or do we leave things as they are to avoid the risk of losing the money which enables us all to participate in the sports we love, keep active and be healthy?

I don't know. Maybe there is another option.

While researching for this article, I found that Netball, Swimming Australia and Athletics Australia have no listed sponsors that fit into the fast food, alcohol or gaming category.  Now wether this is by design or circumstance, I am not sure. These sports don't attract the same attention so maybe they don't attract the same sponsorship dollars.  But it still proves that sports can be run without "dirty money".

Surely there are more banks, mining companies or telco's that would gladly part with their coin for the kind of exposure the NRL, AFL and Cricket offer. Not that banks or phone companies are much better.  Why any sport would want to associate with Vodafone has got me stuffed. Their service is that bad I'm surprised their TV ads don't cut out half way through.

The fact is though, I'd rather my kids be brainwashed into getting bad phone reception then trying to win a year's supply of KFC watching Mike Hussey take a classic catch.

Your thoughts?

Peace