AU sport body's relationship with KFC "sends wrong message"

KFC deal not cricket, obesity experts say

* Nick Miller
* October 6, 2008

TWO obesity and nutrition experts have called for Cricket Australia to end its sponsorship deal with fast food giant KFC.

In a letter to The Medical Journal of Australia, Professor Stephen Colagiuri and Professor Ian Caterson from the University of Sydney said the deal sent the wrong message to children.

"Australia is experiencing an epidemic of overweight and obesity, a problem that is especially affecting children, adolescents and young adults," the letter says. "This advertising uses the standing of cricket and its players to endorse and promote unhealthy eating habits, one of the major root causes of obesity."

They say a standard serve of KFC chicken has twice the fat and calorie levels of the national dietary guidelines.

"Even one common KFC meal per week can adversely affect recommended healthy diets," they said. "The enthusiastic encouragement of unhealthy and undesirable eating habits should have no place in sporting sponsorship."

Cricket Australia defended the deal, saying it actively supports physical activity and healthy eating, and is heavily dependent on its sponsors to run cricket in the community.

"In relation to KFC, we believe in a little of everything and everything in moderation," Cricket Australia spokesman Peter Young said. "Our view on alcohol is the same. Our CA advertising featuring Merv Hughes encourages fans to enjoy a beer, but not at the rate of one per over.

"The overall issue is about balance … CA is comfortable that Australian cricket's collective activity has a net positive impact in encouraging healthy and active lifestyles."