AN INVESTIGATION INTO THE VIEWS OF YOUNG (11-16) SPORTS PARTICIPANTS
Cardiff Metropolitan University
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Carbonated drinks should be seen as a treat to be drunk occasionally, but due to people consuming carbonated drinks as one of their only source of hydration this has raised concerns for obesity problems. The Academy of Royal Medical Royal Colleges mentions that obesity can lead to heart disease and type II diabetes which are avoidable if people choose to live a healthy lifestyle. They also suggest there are no good nutritional benefits in carbonated drinks and instead describes them as "just water and sugar". There has been an increase in new deals of soft drink sponsorship, and by 2010 soft drinks were 9th in the top ten industries sponsors involved in the UK sport sponsorship market. The majority of the soft drinks sponsors are carbonated drinks; this is due to carbonated drinks dominating the soft drinks market. These can be seen as an affordable treat and with inflation causing people to stay in to eat means that soft drink sales have increased by 27% in from 2007 to 2012. This study is sought to investigate the perception young sports participants have of carbonated drink sport sponsorship. With the use of questionnaires, information will also be collected to discover what type of impact carbonated drink companies have on young sport participants, if it may lead to an unhealthy lifestyle and as a result may no longer participate in sport in the future. Findings suggest that the majority of the pupils in year seven and 11 knew that they were being targeted by carbonated drink companies. These results backs Kelly et al study suggesting that children are being targeted by food and drink sponsors that are high in fat, salt, or sugar. Although children are aware that they are being targeted this does not put them off dinking carbonated drinks.
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