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Athletes must be in tip-top shape to compete at the pro-level, and once they attain fame, endorsement deals come rolling in. But a new study shows that the majority of foods these star athletes promote are nutrient-poor, encouraging young people to adopt bad eating habits. The study, which appears in print in November, is currently published online in the journal Pediatrics...
'Mixed messages' as sports stars endorse junk food for kids
Athletes must be in tip-top shape to compete at the pro-level, and once they attain fame, endorsement deals come rolling in. But a new study shows that the majority of foods these star athletes promote are nutrient-poor, encouraging young people to adopt bad eating habits.
The study, which appears in print in November, is currently published online in the journal Pediatrics.
Researchers say that previous studies have shown that parents are more likely to buy foods that are marketed by pro-athletes, as they are seen to be “healthier.”
Additionally, in 2010, children between the ages of 12 and 17 saw the most food and beverage commercials that were endorsed by athletes, making these products highly desirable to a young audience.
Marie A. Bragg, co-author of the study, told Medical News Today:
“The fact that some of the world’s most physically fit athletes would endorse such unhealthy foods is a really striking irony that prompted investigation into this subject.”
As such, she and her colleagues selected 100 professional athletes on the basis of Bloomberg Businessweek’s 2010 Power 100 rankings, a list that ranks athletes based on their endorsement value and importance within their sport.
Information on endorsements was collected from the Power 100 list, as well as an advertisement database.
These 100 athletes endorsed 512 brands, with sporting goods and apparel representing the largest category – at 28.3% – followed by food and drinks – at 23.8%.
'Mixed messages' as sports stars endorse junk food for kids
Athletes must be in tip-top shape to compete at the pro-level, and once they attain fame, endorsement deals come rolling in. But a new study shows that the majority of foods these star athletes promote are nutrient-poor, encouraging young people to adopt bad eating habits.
The study, which appears in print in November, is currently published online in the journal Pediatrics.
Researchers say that previous studies have shown that parents are more likely to buy foods that are marketed by pro-athletes, as they are seen to be “healthier.”
Additionally, in 2010, children between the ages of 12 and 17 saw the most food and beverage commercials that were endorsed by athletes, making these products highly desirable to a young audience.
Marie A. Bragg, co-author of the study, told Medical News Today:
“The fact that some of the world’s most physically fit athletes would endorse such unhealthy foods is a really striking irony that prompted investigation into this subject.”
As such, she and her colleagues selected 100 professional athletes on the basis of Bloomberg Businessweek’s 2010 Power 100 rankings, a list that ranks athletes based on their endorsement value and importance within their sport.
Information on endorsements was collected from the Power 100 list, as well as an advertisement database.
These 100 athletes endorsed 512 brands, with sporting goods and apparel representing the largest category – at 28.3% – followed by food and drinks – at 23.8%.
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