👉Summary
The BBC Learning English "6 Minute English" episode discusses the ethics of unhealthy food and drink companies sponsoring major sporting events, particularly the Olympics. While Olympic athletes promote fitness and health, some sponsors sell products linked to obesity and disease.
Dr. Sandro Demaio, a public health expert, warns that sponsorship creates brand attachment, making children associate fast food with success. It also gives a health halo, making unhealthy brands seem healthier than they are. He emphasizes concerns over ultra-processed foods, which are engineered in laboratories rather than being natural or homemade.
Despite the inspirational message of healthy living promoted by Olympic athletes, the sponsorship from these companies can create a "brand attachment" and a "health halo" effect. This effect leads consumers, especially young people, to associate these unhealthy products with success and health.
On the other hand, sports sponsorship generates billions of dollars. These companies provide significant financial support for athletes, which is crucial for their training and participation in events. This article raises the question: should companies selling unhealthy products be allowed to sponsor sports events?
👉Comprehension Questions
2. Why was tobacco advertising banned from international sports in 2005?
3. What is brand attachment, and why is Dr. Demaio concerned about it?
4. What does the term health halo mean in the context of food branding?
5. How much money has been invested in sports sponsorship since the 2016 Rio Olympics?
6. What are ultra-processed foods, and why does Dr. Demaio see them as a public health concern?
7. Why did McDonald’s end its sponsorship of the Olympic Games?
'Brand loyalty' refers to consistently choosing a favorite brand, whereas 'brand attachment' is a deeper emotional connection where consumers mentally associate a brand with positive feelings and attributes like success and health.
You’ve probably heard of ‘brand loyalty’, where people have a favourite brand they always buy, but who is concerned about brand attachment?
Brand attachment is the emotional connection between humans and brands. It goes deeper than loyalty so that people mentally connect a particular company with feelings of winning, being healthy and success.
Many athletes are desperate for any sponsorship they can get - but does that make it right to promote unhealthy eating in return?
Despite the inspirational message of healthy living promoted by Olympic athletes, the sponsorship from these companies can create a "brand attachment" and a "health halo" effect. This effect leads consumers, especially young people, to associate these unhealthy products with success and health.
On the other hand, sports sponsorship generates billions of dollars. These companies provide significant financial support for athletes, which is crucial for their training and participation in events. This article raises the question: should companies selling unhealthy products be allowed to sponsor sports events?
👉Comprehension Questions
1. Who inspires people around the world to take on new challenges, eat healthily and get fit?
2. Why was tobacco advertising banned from international sports in 2005?
3. What is brand attachment, and why is Dr. Demaio concerned about it?
4. What does the term health halo mean in the context of food branding?
5. How much money has been invested in sports sponsorship since the 2016 Rio Olympics?
6. What are ultra-processed foods, and why does Dr. Demaio see them as a public health concern?
7. Why did McDonald’s end its sponsorship of the Olympic Games?
'Brand loyalty' refers to consistently choosing a favorite brand, whereas 'brand attachment' is a deeper emotional connection where consumers mentally associate a brand with positive feelings and attributes like success and health.
You’ve probably heard of ‘brand loyalty’, where people have a favourite brand they always buy, but who is concerned about brand attachment?
Brand attachment is the emotional connection between humans and brands. It goes deeper than loyalty so that people mentally connect a particular company with feelings of winning, being healthy and success.
Many athletes are desperate for any sponsorship they can get - but does that make it right to promote unhealthy eating in return?