FIFA criticised for choice of World Cup sponsors

LONDON, June 16 (Reuters) Health experts criticised organisers of the World Cup today for choosing a fast food giant, a brewer and soft drinks maker as official sponsors of soccer's showcase event.

They said it is difficult to reconcile FIFA's choice of McDonald's Corp, Coca-Cola and Budweiser beer, which is made by Anheuser-Busch, as official partners for the World Cup which aims to promote sports and health.

''The presence among FIFA's current official partners of Budweiser beer, McDonald's and Coca-Cola illustrates the tensions that exist between international sport and health promotion,'' said Jeff Collin of the University of Edinburgh.

No one from the companies was available to comment but FIFA dismissed the idea that the sponsors were offering products detrimental to the general well-being of the population.

Markus Siegler, FIFA's Director of Communications told journalists in Berlin today: ''It is a free society and everyone is entitled to their own opinion.

''The sponsors mentioned however are actively involved in promoting good health. We believe these companies are up to the standard, are conscious of the issues we have in our society and there is no reason that they should not be sponsors.

''They have a good conscience and are valuable members of the World Cup.'' Collin and Ross MacKenzie of the London School of Hygiene and Tropical Medicine in London s noted in a commentary in The Lancet medical journal that FIFA received an award in 2002 from the World Health Organisation (WHO) for its tobacco-free policy.

But they added that a ban on smoking in stadiums has been dropped for the 2006 World Cup in Germany and that branded lighters and ashtrays are among the official merchandise.

The researchers called for coordinated international action on sponsorship deals and urged governments and sporting organisations to rethink their policies.

''Even if expanded regulation of sponsorship is currently deemed inappropriate, governments should examine such broader effects and attach health-promoting conditions to public funding of sports,'' they added.

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