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Lots of people love watching football! So one of the best ways to get young people to notice the marketing for a food product is to link it to a famous football player, a popular football team, or a football event. Click on the links to find out more.
Who's your favourite football player or football team? Who's your favourite player? David Beckham? He's a very very popular footballer. That's why two of the biggest soft drinks companies in the world paid David Beckahm to be photographed with their cola - to make you think the drinks are cool. One newspaper reported that David Beckham received £1,000,000 (£1 million) from one of the soft drinks companies to help advertise their brand. But what if David Beckham isn't your favourite player? Here's just
a glimpse of some of the other famous people and top football clubs who
have promoted food products to young people, such as soft drinks, burgers,
chips, and crisps. A few extra celebrities have been thrown in to prove
that it's not just footballers, and not just men, who take part in this
sort of marketing. And one of the female popstars (Britney) has even dressed
up as a footballer to promote the fizzy drink.
Don't miss the food brand connection Why would a food or drink company pay for football sessions for schoolchildren?
This photograph is of a real sponsored youth football event. The real food brand logo has been replaced by an imaginary brand called ‘Slurp’. The point is, lots of soft drinks and fast food companies advertise their brands to young people in the same way. In effect, the young people do the food company’s advertising for them. With really big brands (who have a lot of money to pay for advertising), the food and drink companies often do deals with national newspapers to make sure that the events get plenty of coverage, and to make sure lots of people see the brand logo again and again and again and again and again and again and again...
Click here to download activity sheets on the subject of food marketing.
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Raul Gonzales 
Companies
often sponsor sports activities such as youth football. Young people taking
part in the football wear vests emblazoned with the food company’s
logo. At the end of the match, the footballers have their photograph taken,
and the picture often appears in the local newspaper alongside a positive
story about the football and the food company sponsorship.
