Food companies market their products in a great many ways. Connecting their brands and products to sports and major sporting events is one such way and is drawing a lot of attention now. The reason is that the Summer Olympics are underway, which trains attention on the relationship between the International Olympic Committee and its longest running sponsor. Coca Cola has been a sponsor of every Olympics since 1928. So, it's intuitively obvious why sponsorships would be important to the Olympics because They get lots of money in the door and it's reliable. It's been happening since 1928. But let's talk about why this relationship is so important to companies, Coca Cola in particular, and what the public health impact of that might be. Today's guest, Dr. Marie Bragg, has contributed some of the key studies on this topic. She is Assistant professor at the NYU Grossman School of Medicine, where she also serves as director of diversity initiatives. She holds an affiliate faculty appointment in the marketing department at the NYU Stern School of business; directs the NYU food environment and policy research coalition; and she's also a Food Leaders Fellow at the Aspen Institute. Interview Summary It's really nice to talk to you about this because it's an important issue and not a lot of science has been done on this over the years and you've contributed a lot of it. Let's talk about the issue of sports marketing and can you tell us a little bit more about what that is broadly and what's, what are some of the forms it takes? You just mentioned one of the main areas of sports marketing with sports sponsorships. And so that's where a company like Coca Cola partners with an organization like the Olympics. And really is paying for the rights to have that famous Coca Cola logo or its products to appear at sporting events or in commercials that are involving the Olympics. In terms of how much of it there is we know, for example, the world cup is one of the most watched sporting events in the world, along with things like the Olympics. The world cup, for example, has 5 million viewers. And so that's a lot of exposure for these brands, but it's not Sports sponsorship partnerships like that, there's athlete endorsements, and those dates back as far as to 1934, as one example, when baseball player Lou Gehrig first appeared on the box of Wheaties cereals. There's a special place that athletes have always had in our society, and I think it comes through with these sorts of partnerships. But if we fast forward to today, our lab has even seen these kinds of partnerships appear in video games. And so, Nintendo had M&M's a race car game a few years back, and NFL Madden, which is a popular video game even has things like the Snickers player of the game appear within the video game, just like real NFL games. What this means is that these pictures of brands and products are peppered throughout kids experiences when they're playing video games. And then finally, if, and probably for anyone who's, been in a supermarket, when there's a major sporting event going on, like the Super Bowl or March Madness, it appears on products too in supermarkets. It's peppered throughout our everyday experience in ways we might not always see or appreciate if we're not paying attention. Marie, I like to do sports trivia with some friends of mine, and you've just given me a great question about Lou Gehrig and the Wheaties box in the 1930s. So that's a nice benefit of this podcast. So aside from that, why sports? I mean, companies could attach themselves to lots of different things, but why did they choose sports and why is that such a valuable connection for them? One factor ties back into what we were saying about visibility. If there are millions of people watching a sport event, it means that there's a lot of time for brands to be able to have high visibility for whatever they're endorsing or sponsoring in that moment. On another level, I think on a deeper level, our society has a special relationship with sports and professional athletes. Professional athletes are their own sort of unique category of celebrities that people love to follow and admire. That means that when a brand associates themselves with a sports organization like the Olympics or a professional athlete, they're buying into a special idea of what it means to be cool, to be fun, and to feel good about to feel good about the brand because when people are watching sports, they're excited. If we think of other categories of life where there are maybe a high number of viewers to a specific televised event, like a presidential debate, that we don't see a lot of sponsorships around that. And maybe it doesn't evoke the same feelings that a sporting event does. I'm expecting that this kind of relationship or attachments or symbolism of the sponsorship of sports might be especially powerful for children. I know if you ask kids what they want to be when they grow up, a lot of them will say...
