Why are snack brands doubling down on sports sponsorship?

By any measure, the relationship between sport and snack brands is long-standing, deeply integrated, and, despite scrutiny, evolving. A new BMJ investigation reveals that more than 90 partnerships currently exist between leading UK sports entities and brands selling food or drink high in fat, salt or sugar. From football and cricket to cycling and golf, HFSS sports sponsorship allows brands to stay culturally visible even as traditional advertising routes close off.

For many working in sponsorship, this will not come as a surprise. As traditional advertising channels become more restricted, particularly for HFSS brands, sports partnerships offer one of the last high-impact opportunities to engage consumers, especially younger audiences, in a positive and brand-safe context. But the scale of such activity has prompted growing scrutiny.