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Home > Culture and Society

London's low-fat Olympic bid

"Olympic Athletes need 'real life' food that they enjoy. It's great McDonald's will help meet this need at the Olympic Games."

- mcdonalds.com

11 December 2003

Barbara Cassani, the chairman of London's 2012 Olympic bid team, is planning to raise a third of the £30m cost of bidding from the private sector, but is worred that sponsorship from fast-food companies would send out the wrong message to young people... 'You too could become a top decathlete by stuffing your flabby pointless face with Kit Kats and fizzy pop'. That sort of message.

This, of course, is precisely message that fast-food companies are keen to get across. In the words of an official McDonald's press release:

'Sports Nutritionists Give McDonald's the "Thumbs Up'! Many leading sports nutritionists agree that McDonald’s food fits into athletes' diets.

www.mcdonalds.com/countries/usa/sports/olympics/food/

Amazing. And for all Cassani's good intentions, it's worth remembering that - as just.drinks.com happily points out:

Sponsorship deals are regulated by the International Olympic Committee (IOC), which is also responsible for deciding which city will be awarded the games. The IOC has 11 global sponsors, including Coca-Cola and McDonald’s.

So let's face it, Cassani is fighting a losing battle. The Olympics is already a fast-food event. And anyway, Barbara's logic may well be flawed. Since the average young person is only interested in eating KFC and drinking Tango, she should be using this interest to tempt their fat little bodies into sport. 'Wow, Jonathan Edwards begins each morning with a supersized Whopper meal-deal? - perhaps the triple jump isn't such a weird and weedy event after all...'

It might just work.

Footnote: Babs Cassani, founder of the airline Go, won the 2002 Veuve Clicquot businesswoman of the year award, and is quite happy to raise a glass of the fattening brew to the cameras:

a_nice_drop.jpg

With Barbara's help, 2012 could see the launch of the first ever Veuve Clicquot Javelin competition, where 15 minutes before the first javelin is thrown, each competitor must drink a full bottle of finest champagne...

oh_jesus_here_goes.jpg


More fat sponsorship here.

The sad future of the human race:

www.skatedc.org/pix/halloween98/andrew.jpg



Comment on this article: letters@thefridaything.co.uk

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