UK Sports Sponsorships Enable Junk Food Ads Despite Regulations

Recent investigations published in The BMJ reveal that numerous junk food companies are maintaining over 90 active sponsorship agreements with top UK sports organizations. These deals involve prominent brands such as Cadbury, Pepsi, KP Snacks, Walkers, Kellogg's, Red Bull, and Monster, which continue to partner with high-profile athletes, football teams, and official sports bodies. Notably, sponsorships extend to famous sports figures like football stars Cole Palmer, Bukayo Saka, Leah Williamson, and Lauren James, cricket captain Ben Stokes, cyclist Tom Pidcock, and Formula 1 driver Lando Norris.

The ongoing sponsorships are particularly significant during major events like the women’s Euro 2025 football tournament in Switzerland, which is expected to draw an audience of approximately 500 million worldwide. Brands including Just Eat Takeaway, Hellmann's, and PepsiCo are prominently displayed through LED boards and press conference backdrops, boosting their visibility.

Experts observe that there has been a marked increase in the pervasiveness and prominence of these food advertising campaigns, especially with digital marketing strategies targeting fans through sports stars’ social media channels. Beth Bradshaw from Food Active, part of the Health Equalities Group, highlights the concern that these endorsements influence children, who idolize these sports personalities.

Although legislation is set to ban advertising high in fat, salt, or sugar (HFSS) products before the 9 pm TV watershed starting in January 2026, delayed by industry lobbying, many companies are expected to sidestep these new regulations through existing sponsorship deals. The investigation exposes how these deals allow unhealthy brands to continue advertising on daytime TV and sporting events, creating a 'health halo' that makes these products seem more acceptable.

This advertising strategy raises alarms among public health advocates, who argue that it encourages unhealthy eating habits among children and young fans. There are calls for banning junk food sponsorship in sports, emphasizing the importance of ethical marketing practices that do not promote unhealthy consumption to impressionable audiences.

The UK government has stated it currently has no plans to prohibit or restrict such sponsorships, despite ongoing debates and advocacy efforts. Critics warn that these sponsorships significantly contribute to sportswashing – using sports to improve a company's image – potentially at the expense of public health.

Source: https://medicalxpress.com/news/2025-07-junk-food-advertising-uk-sports.html