Anti-obesity campaigners slam World Cup deals

Teresa Nightingale, general manager of the World Cancer Research Fund, said it was 'disappointing' that FIFA had made partnership deals with firms including Coca Cola, McDonald's and Budweiser, and said the tournament should be an opportunity to promote active lifestyles.

The charity warned that millions of children around the world will be subjected to the advertising while they watch the football matches.

Ms Nightingale said, 'There 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 that 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.

'We hope that for at least some of these children, the World Cup will spark an interest in sport that will lead to a long-term increase in their physical activity levels. But we are raising our concerns about the sponsors and partners for the World Cup so that parents can be aware of the potential effect that this kind of marketing can have on children. It is disappointing that these companies have been chosen as sponsors and partners.'

The charity also challenged FIFA president Sepp Blatter, who recently wrote to US First Lady Michelle Obama to express support for her campaign against childhood obesity, to back up his words with action by agreeing not to consider companies that promote unhealthy products for future sponsorship deals.