Junk food companies are maintaining a strong presence in UK sports through over 90 sponsorship deals, according to a recent investigation by The BMJ. This revelation has sparked widespread concern over the influence of unhealthy food advertising on public health, particularly as obesity rates continue to rise. Amidst calls for stricter advertising regulations, these sponsorships highlight a significant loophole allowing junk food to remain prominent in high-profile sports events.
The investigation, published on 9 July 2025, sheds light on the extensive reach of junk food advertising within the UK sports industry. Major brands, known for their unhealthy products, are leveraging these sponsorships to promote their image and reach young audiences, a demographic particularly vulnerable to the allure of junk food advertising.
The Extent of Sponsorship Deals
The BMJ’s investigation reveals that over 90 sponsorship agreements are currently held by junk food companies with top-level UK sports teams and events. These deals span various sports, including football, rugby, and cricket, and involve some of the most recognisable names in the industry. The presence of junk food branding at sports events is a powerful marketing tool, associating these products with athleticism and success, despite their negative health implications.
Experts argue that this pervasive advertising undermines public health efforts aimed at promoting healthier lifestyles. Dr. Sarah Jones, a public health researcher, emphasises, “The alignment of junk food brands with sports sends mixed messages to the public. While sports promote health and fitness, junk food sponsorships counteract these values by normalising unhealthy eating habits.”
Regulatory Loopholes in Advertising
UK advertising regulations currently restrict junk food advertising on television during children’s programming, but these rules do not extend to sports sponsorships. This loophole allows brands to circumvent restrictions and maintain a significant advertising presence. The lack of comprehensive regulation has prompted public health advocates to call for broader policies that encompass all forms of advertising, including sponsorships.
Professor Mark Thompson, an expert in health policy, notes, “The current regulatory framework is insufficient to address the pervasive nature of junk food advertising in sports. Comprehensive measures are needed to ensure that public health messages are not diluted by commercial interests.”
The Impact on Public Health
The association between junk food advertising and rising obesity rates is a growing concern. The UK faces an obesity crisis, with nearly a third of children aged 2 to 15 classified as overweight or obese. Public health officials warn that the constant exposure to junk food advertising contributes to unhealthy dietary habits, particularly among young people.
Dr. Emily Carter, a nutritionist, states, “The visibility of junk food brands in sports creates a normalised environment for unhealthy eating. It’s crucial to break this cycle if we are to make any headway in tackling the obesity epidemic.”
Calls for Action and Potential Solutions
In light of these findings, there are increasing calls for the government to implement stricter advertising regulations. Health organisations advocate for policies that limit junk food sponsorships in sports, similar to the restrictions placed on tobacco advertising. By reducing the visibility of these brands in sports, advocates hope to shift public perception and encourage healthier lifestyle choices.
Some sports organisations have already taken proactive steps. For instance, the Football Association recently announced plans to phase out junk food sponsorships by 2026, aiming to promote healthier partnerships. This move sets a precedent for other sports bodies to follow suit.
Looking Ahead: The Future of Sports Sponsorship
As public awareness grows, the pressure on both the government and sports organisations to address junk food sponsorship is likely to increase. The debate over advertising regulations will continue to shape the future of sports sponsorships in the UK. By prioritising public health over commercial interests, stakeholders can foster an environment that supports healthier lifestyles.
In conclusion, while junk food companies currently hold a dominant position in UK sports sponsorship, the tide may be turning. With mounting evidence of the negative impact of these sponsorships on public health, there is a growing momentum for change. Whether through government intervention or voluntary action by sports organisations, the future of sports sponsorship may soon reflect a greater commitment to health and wellbeing.
