y The Obesity Games 690 - Sustain...The Obesity Games the inside track on the marketing strategies...
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An Olympic Exclusion Order Supporting the exclusion of junk food brands from sponsoring sporting events: • And you? Join our call at www.childrensfood.org.uk • Academy of Medical Royal Colleges • Chief Medical Officer for Wales • London Assembly • European Public Health Alliance The children’s diet crisis: • 7yr-olds are eating an average of ½ kilo of sugary foods a day. • 1 in 3 children overweight or obese by time they finish primary school. • Unhealthy diets increase risk of health problems in childhood and in later life. BIG BIG BIG BIG BIG BIG BIG BIG BIG B i g v o i c e ; s m a l l p i e c e o f t h e f u n d i n g p i e “ I t ’ s i n t h e i r h a n d s” T h e Co c a - C o l a T o r c h R e l a y distance travelled by Coca-Cola lorry at head of torch relay 8000 miles > 8 million see Coca-Cola’s branded lorry pass by T h e C a d b u r y ’ s G i n g e r b r e a d H o u s e S u p e r - S i z e M e ! 1015 laps of fries 150 baths of milkshakes The total energy of McDonald’s Big Macs, fries and milkshakes set to be consumed at the Olympic Park during the Games could power a floodlight on the Olympic Stadium for 40 hours continuously 10 tonnes The International Olympic Committee: • 105 members – including HRH the Princess Royal. • Current president Jacques Rogge admits “question mark” over the suitability of McDonald’s and Coca- Cola as Olympic sponsors • A new IOC president will be elected in September 2013. income of IOC 2008-2012 income from all other sources of revenue income from McDonald’s and Coca-Cola sponsorship London Authorities £0.9billion funding for London2012 Olympic Games Government £6.2billion Lottery £2.2billion Sponsorship £0.7billion funds from IOC £0.7billion ticket sales & merchandise £0.6billion T h e C e l e b r a t i o n o f B i g Big meals – Olympics is world’s largest peacetime catering operation Big restaurants – McDonald’s outlet in Olympic Park is the world’s largest Big TV audience – largest total global TV audience for a sporting event Big contracts – exclusive rights for sponsors, protected in law Big profits – “the biggest sales opportunity of our lifetime” (says Cadbury) Big brand value – Olympics is“the biggest asset” (says McDonald’s) to sponsors. 1237 Olympic-sized pools of Coca-Cola beverages drunk in UK per year B u r n i n g o f f a n O l y m p i c S w e a t 690 highly-prized Olympic tickets in Cadbury’s special promotion The total amount of McDonald’s Big Macs, fries and milkshakes set to be consumed at the Olympic Park during the Games equates to: Children’s Food Campaign www.childrensfood.org.uk Twitter: @childrensfood Facebook: childrensfood The Obesity Games the inside track on the marketing strategies of Olympic food and drink sponsors 50,000 expected to visit the Cadbury House in Hyde Park 0 edible Olympic mascot merchandise that isn’t chocolate or sweets Big Mac Meal with medium coke = 110 minutes of cycling 500ml bottle of Coca Cola = 25 minutes of playing tennis Dairy Milk chocolate bar = 30 minutes of swimming Obesity- offsetting No amount of free sports equipment and physical activity schemes funded by McDonald’s, Coca-Cola and Cadbury’s will make unhealthy diets any less unhealthy. For a fully referenced version of this infographic, see our website www.childrensfood.org.uk. Credits: Design by Becky Joynt.“Burning off the Olympic Sweat” reproduced fromWhich? magazine July 2012 with kind permission. IOC photo: Martha Heinemann Bixby
Transcript of y The Obesity Games 690 - Sustain...The Obesity Games the inside track on the marketing strategies...
An Olympic Exclusion OrderSupporting the exclusion of junk food brands from sponsoring sporting events:
•And you? Join our call at www.childrensfood.org.uk
•Academy of Medical Royal Colleges
•ChiefMedicalOfficerforWales
• London Assembly
•European Public Health Alliance
The children’s diet crisis:• 7yr-olds are eating an average of ½ kilo of sugary
foods a day. • 1 in 3 children overweight or obese by time they
finishprimaryschool.• Unhealthy diets increase risk of health problems
in childhood and in later life.
BIG BIG BIG
BIG BIG BIG BIG BIG BIG
Big voice; small piece of the funding pie
“It’s in
their hands”
The Coca-Cola Torch R
elay
distance travelled by Coca-Cola lorry at head of torch relay
8000 miles
> 8 millionsee Coca-Cola’s branded lorry pass by
The
Cad
bury
’s Gingerbread House
Sup
er-S
ize
Me!
1015 laps of fries
150 baths of milkshakes
The total energy of McDonald’s Big Macs, fries and milkshakes set to be consumed at the Olympic Park during the Games could power a floodlight on the Olympic Stadium for 40 hours continuously
10tonnes
The International Olympic Committee:
• 105 members – including HRH the Princess Royal.
• Current president Jacques Rogge admits “question mark” over the suitability of McDonald’s and Coca-Cola as Olympic sponsors
• A new IOC president will be elected in September 2013.
income of IOC 2008-2012
income from all other sources of revenue
income from McDonald’s and Coca-Cola sponsorship
London Authorities £0.9billion
funding for London2012 Olympic Games
Government £6.2billion
Lottery £2.2billion
Sponsorship £0.7billion
funds from IOC £0.7billion
ticket sales & merchandise £0.6billion
The
Cel
ebration of Big
Big meals – Olympics is world’s largest peacetime catering operation
Big restaurants – McDonald’s outlet in Olympic Park is the world’s largest
Big TV audience – largest total global TV audience for a sporting event
Big contracts – exclusive rights for sponsors, protected in law
Bigprofits–“thebiggestsalesopportunityofourlifetime”(saysCadbury)
Big brandvalue–Olympicsis“thebiggestasset”(saysMcDonald’s) to sponsors.
1237
Olympic-sized pools of Coca-Cola beverages drunk in UK per year
Burning off an Olympic Sw
eat
690highly-prized Olympic tickets in Cadbury’s
special promotion
The total amount of McDonald’s Big Macs, fries and milkshakes set to be consumed at the Olympic Park during the
Games equates to:
Children’s Food Campaign www.childrensfood.org.ukTwitter: @childrensfoodFacebook: childrensfood
The Obesity Gamesthe inside track on the marketing strategies of
Olympic food and drink sponsors
50,000expected to visit the Cadbury House in Hyde Park
0edible Olympic mascot merchandise that isn’t chocolate or sweets
Big Mac Meal with medium coke=
110 minutes of cycling
500ml bottle of Coca Cola=
25 minutes of playing tennis
Dairy Milk chocolate bar=
30 minutes of swimming
Obesity-offsetting
No amount of free sports equipment and physical activity schemes funded by
McDonald’s, Coca-Cola and Cadbury’s will
make unhealthy diets any less
unhealthy.
For a fully referenced version of this infographic, see our website www.childrensfood.org.uk.Credits:DesignbyBeckyJoynt.“BurningofftheOlympicSweat”reproducedfromWhich?magazineJuly2012withkindpermission.IOCphoto:MarthaHeinemannBixby
