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
