Sponsor concerns on FIFA World Cup Eve

On the eve of the 2010 FIFA World Cup in South Africa an influential international group has raised questions about the choice of sponsors for the competition.

McDonalds, Coca Cola and Budweiser are among sponsors for the event and it is feared will spark a string of unhealthy food marketing during the football matches.

The World Cancer Research Fund (WCRF) has criticised world football governing body FIFA for partnering with these companies and noted that the tournament should be an opportunity to promote active lifestyles. With the World Cup matches being watched by billions of people in more than 200 countries around the world it is difficult to say that people will not be influenced by what they see advertised.

Teresa Nightingale, the WCRF's General Manager, stated âthere is no doubt that when it comes to the fight against childhood obesity, football can be a force for good because it is a type of physical activity that is accessible to almost everyone.

"I am sure many children will be inspired by the skills of the likes of Rooney and Messi and try to repeat them in their back gardens and local parks in the same way as their parents and grandparents once tried to emulate Maradona and Pele."

But Nightingale added "it is disappointing that these companies have been chosen as sponsors and partners.

"The FIFA website describes sponsorship as an opportunity to promote brands on a global basis and we would argue that it is a real own goal to be giving this opportunity to companies that are known for unhealthy products."