Out of 512 brands endorsed by 100 top athletes, nearly a quarter of them (122) were for food and beverages – 44 different brands in 2010 (some brands had more products). A study conducted by researchers from Yale, Stanford, Duke and Harvard universities showed that almost 80% of all the 49 food products were “energy-dense and nutrient-poor,” and 93% of the 73 beverages got all of their calories from added sugar – basically, junk food.
“It would be ideal if athletes stopped promoting unhealthful food,” Bragg said. “But that’s a tall order given how much money is involved.” But, she said, she hopes to see such endorsements become a liability for athletes.
Meanwhile, the companies who promote these products apparently don’t give a damn about this and quickly wash their hands on the whole thing by saying they don’t advertise to children:
The American Beverage Assn., a trade group, issued a statement saying, “America’s beverage companies have a longstanding commitment to responsible advertising and marketing practices, including not directing advertising to audiences comprised predominantly of children under 12.”
But when a top athlete earns a several million dollars a year by endorsing such products, things aren’t going to change. The only thing that we can do is take a healthy dose of skepticism when it comes to athletes endorsed foods and beverages.
