Authors: Geoff Dickson, Grant Schofield
Addresses: Division of Sport and Recreation, Auckland University of Technology, Auckland, New Zealand. ' Centre for Physical Activity and Nutrition Research, Auckland University of Technology, Auckland, New Zealand
Abstract: Westernised countries are currently in the midst of an obesity epidemic, and developing nations such as China are already showing signs of a similar crisis. We contend that additional increases in caloric intake and declines in physical activity within the Chinese population are likely the consequences of marketing leverage created by sponsors of the 2008 Olympics. Many of the Olympic sponsors are directly involved in high-calorie foods or low physical activity. These are mainly in the form of calorie-dense beverages (e.g., Coca-Cola) and foods, and sedentary activities such as television viewing and motorised transport. In this essay, we argue that rather than representing the pinnacle of health and activity, the 2008 Olympics will serve to accelerate the opportunities for massive multinational globalisation. A consequence of this will be an increase in the mortality, morbidity and disability attributed to the major noncommunicable diseases for the Chinese population.
Keywords: 2008 Olympics; sponsorship; China; obesity; globalisation; Olympic sponsors; high-calorie foods; low physical activity; mortality increase; morbidity increase; disability increase; noncommunicable diseases; sport marketing; Olympic Games; Beijing; foreign direct investment; FDI; multinational corporations.
International Journal of Sport Management and Marketing, 2005 Vol.1 No.1/2, pp.169 - 179
Available online: 27 May 2005 *Full-text access for editors Access for subscribers Purchase this article Comment on this article