2018-04-10
Sponsorship for Hometown Heroes
The Alexandra Marine and General Hospital, Goderich- Huron YMCA, and the Gateway Centre of Excellence in Rural Health are delighted and proud to announce the support of the Goderich LIBRO branch with their sponsorship of $1000 for the upcoming 5th annual Hometown Heroes Charity Hockey Game.Tanya Quipp, manager of the Goderich branch of the Libro Credit Union said that she was delighted to be able to make the presentation to the members of the Hometown Heroes organizing committee. She added that Libro supports fundraising activities that benefit the whole community.Funds from the HTH5 game will go to support student research at Gateway, equipment purchases at AMG Hospital and the Strong Kids program at the YMCA.To date, the Hometown Heroes: Raise a Little Health Charity Hockey Game has raised over $170,000 with the proceeds being split between the three community groups. It is hoped that with the inclusion of this years’ upcoming game on July 19, 2018, the proceeds will exceed $200,000. Article as posted on the Goderich Signal Star....
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2018-04-09
Adidas looks to ‘create legends’ with 30,000 personalized videos at the Boston Marathon
Roughly 30,000 runners will compete in the Boston Marathon on Patriot’s Day, and Adidas says it will create 30,000 unique videos for those 30,000 runners, delivered within hours after the race is over.The runners, along with half a million spectators, are there to accomplish a feat, celebrate milestones, support loved ones, pay tribute to those lost in the 2013 Boston Marathon bombing, and run for causes close to their hearts. Some legends will be created that day, and that’s the idea behind the Adidas ‘Here to Create Legend’ campaign.To celebrate 30 years of partnership between Adidas – the footwear and apparel partner of the race – and the Boston Athletic Association (BAA), the 2018 Boston Marathon campaign is a monumental task.A promo video (above) for the event shows runners stretching and training in Boston in preparation for the marathon.Here's how it works: data generated by RFID chips on race bibs, like pace and split times combined with street mats that broadcast ultra-high frequency radio signals from antennas allow Adidas, in partnership with digital agency Grow, to capture individual videos using just seven cameras and a 20-person crew around the 26.2-mile course. The highlight reel will combine scenes from race day against an inspiring soundtrack.Personal footage will be captured at the 15K mark and finish line. Trial runs at other road races, storyboarding and prototyping with prescriptive camera angles, shot lists and sound effects will eliminate excess footage and unnecessary editing to make quick delivery a possibility.“We’re capturing the excitement, support and celebration that is Boston in a way no one has ever done before,” said Paul Bowyer, head of Adidas Running US. “In our 30th year of partnership, Adidas and the BAA are creating an epic moment for Boston by harnessing the power of technology and 30,000 runners and to highlight the pride, firsts, wins, personal records and energy of runners who will become legends on April 16.”Added Drew Ungvarsky, chief executive officer and executive creative director at Grow: "We are thrilled to create a first-of-its-kind experience for Adidas at the Boston Marathon. We wanted to harness the power of 30,000 runners generating data from the very race bibs that sport the adidas logo and transform the entire race into a creation engine. The result is an epic personal highlight film for every single runner who becomes part of the legend of this incredible event.”Runners will receive an email from the BAA after the race to access their sharable videos. They can also visit heretocreatelegend.com starting on April 16 to search for their video by bib number.Article by Kyle O'Brien as posted on The Drum...
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2018-04-06
Google Withdraws Sponsorship From Lunar X Prize
While Google has long sponsored the Google Lunar X Prize – a $30 million cash reward to encourage private companies to set their sights on a flight to the moon – the company announced on Thursday that they were ending their sponsorship of the X Prize.The nonprofit made a statement thanking Google for their sponsorship, with Peter Diamandis, X Prize founder and executive chairman stating that “We are extraordinarily grateful to Google for funding the $30 million Google Lunar X Prize between September 2007 and March 31, 2018. While that competition is now over, there are at least five teams with launch contracts that hope to land on the lunar surface in the next two years.”While Google has made the decision to stop sponsoring X Prize, that doesn’t mean that the incentives for making it to the moon are completely null and void. The organizers behind the nonprofit have made reassurances that the company will continue to seek sponsorship for companies that have spaceflight aspirations.“Because of this tremendous progress, and near-term potential, X Prize is now looking for our next visionary title sponsor who wants to put their logo on these teams and on the lunar surface,” Diamandis added.The original Google Lunar X Prize essentially tasked privately funded teams to land a robotic spacecraft on the moon, move it at least 500 meters on the surface and beam high-definition imagery back to Earth. It was no small feat, and Google backed up this task with a significant cash prize – offering $20 million to the first team to make it to that point and the second a prize of $5 million. Another $5 million was available for special accomplishments, bringing the total prize pool to that $30 million total.Unfortunately, the prize of making it to the moon with these robotic crafts never came to fruition – even with Google continually moving back their shifting deadlines. With the program originally launched in 2007, the initial date for the reward set a deadline of 2012, which was pushed back several times until the recent deadline of March 31st. It appears as if Google has made the decision to end the program at this point, considering that no team has managed to claim the X Prize in the 10+ years that the program has been in development.Out of the two dozen teams that were initially in the running, only five teams were working on the goal near the end of the X Prize withdrawal – Florida’s Moon Express, Team Hakuto from Japan, The Israeli SpaceIL, India’s Team Indus and an international group known as Synergy moon. Diamandis has mentioned that the five teams that currently have plans in the works will continue to work towards their goal – with or without a sponsor – as the X Prize team begins the search for new sponsorship.“We applaud X Prize’s decision to continue the Lunar X Prize, with or without a title sponsor,” Bob Richards, Moon Express founder and CEO, said. “While we plan to win this moon race and are committed to carrying the Lunar X Prize logo, the real opportunity is in opening the lunar frontier and the multibillion-dollar industry that follows.”Article by Zachary Riley as posted on ValueWalk...
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2018-04-05
Tinder agree sponsorship deal with Manchester City and change branding to sky blue
Manchester City have swooped in to poach rivals Manchester United’s sponsorship deal with Tinder, with the dating app even briefly changing their branding to sky blue. Tinder had been in talks to become United’s shirt sleeve sponsor, but now City have agreed a ‘multi-year partnership’ that represents the dating app’s first major foray into the world of sport. To announce the agreement, Tinder launched a City-branded blimp over Manchester which featured the hashtag #perfectmatch, and they will even go one step further. To show its support for City ahead of Saturday’s Manchester derby, Tinder will switch its colours across all its social platforms to sky blue. A tweet from the Tinder account explained: ‘Calling all football fans. Get ready for the #perfectmatch!‘Tinder has taken to the skies to say we swipe right on Manchester City FC. Join us as we kick off an exciting new partnership with Man City and Cityzens all over the world. It’s going to be a game changer.’ Tinder operates in nearly 200 countries, across more than 40 different languages, and marks Manchester City’s continued expansion. Tinder is a huge global platform which, just like football, is bringing millions of people together every day all around the world,’ said Tom Glick, City Football Group’s Chief Commercial Officer.Barcelona vs Roma ‘Football is all about a community of fans, sharing moments, emotions and passion for the sport they love. ‘Together with Tinder, we have a great opportunity to explore how we can combine Tinder’s significant appeal and reach with our global audience to create even more relationships in a new, fun and creative way. We believe this will be a perfect match for Tinder and for City.’Article as posted on Metro.co.uk...
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2018-04-03
STIHL INC. CONFIRMS TWO-YEAR SPONSORSHIP OF RENO AIR RACING ASSOCIATION AS TITLE SPONSOR OF NATIONAL CHAMPIONSHIP AIR RACES
Reno Air Racing Association (RARA) is pleased to announce STIHL Inc. has extended its sponsorship contract as Title Sponsor for the 2018 and 2019 National Championship Air Races as well as the airing of the NBC Sports episodes of the races in 2019 and 2020. The 55th annual STIHL National Championship Air Races are scheduled Sept. 12-16, 2018 at the Reno-Stead Airport.“Organizing and putting on the National Championship Air Races is a tremendous undertaking each year, and we are delighted to partner with STIHL to help bring this incredible event to our fans and for the future events to come,” said Fred Telling, CEO of RARA.“We were first introduced to the National Championship Air Races by our employee, Andrew Findlay, who races in the sport class,” said Roger Phelps, corporate communications manager of STIHL Inc. “We were so impressed with the event, its popularity and its strong following of fans that it was an obvious choice for us to grow our support. We are proud to be a part of bringing this unique and exciting event to air enthusiasts from around the world.”STIHL, the number one selling brand of gasoline-powered handheld outdoor power equipment in America*, is known for power, precision and quality engineering. The company offers a full line of high-quality, handheld outdoor power equipment including blowers, trimmers, brushcutters, multi-task tools, and chain saws. STIHL products are available only through STIHL servicing dealers, not big box stores.Tickets are on sale for the 55th annual STIHL National Championship Air Races scheduled Sept. 12-16, 2018 at Reno Stead Airport. For more information, tickets, or to volunteer, visit http://airrace.org....
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2018-04-02
The 31 sponsorship deals that made Cristiano Ronaldo the world’s highest paid athlete... the Real Madrid star's endorsements range from Nike to KFC
Cristiano Ronaldo is arguably the most marketable sportsman on the planet with brands lining up to work with the Real Madrid star. In total the five-time Ballon d'Or winner has held 31 sponsorship deals, all contributing to him being the highest paid athlete on the planet.No matter the industry, brands are falling over themselves to be associated with Ronaldo, whether it is Egyptian Steel or pharmaceutical company Abbott Laboratories. Though figures are not available for all of his sponsors, Ronaldo's biggest partner is Nike. The sportswear giant pays their ambassador £21million annually having first signed with them way back in 2003. Castrol are another on the list to have agreed multiple deals with the Portuguese over his incredible career. Telecommunications company ZTE joined forces with Ronaldo in 2017 and supplement his income with £3m per year.It seems there is no slowing down of endorsements either, despite the 33-year-old heading into the twilight of his career. Toyota are the latest global giant to sign Ronaldo tin 2018 and he is in a strong position to hold onto top spot in the athletes rich list again.Once he hangs up the boots there will be a vast array of opportunities to exploit simply by associating his reputation as one of the best players in history with willing, and paying parties.Nike - 2003-2010: $5.09MBanco Espirito Santo - 2003-Castrol - 2009-2011: $4.5MEmporio Armani - 2009-2013: $1.6MSoccerade - 2009-Nike - 2010-2014: $8.05MCastrol - 2011-2013:Konami - 2011-2013:KFC - 2013-2016: $0.75MHerbalife - 2013-2018: $0.5MJBS - 2013- : $0.5MSamsung - 2013- :Jacob and Co. - 2013- :Nike - 2014-2016: $23.27MTAG Heuer - 2014- : $1.0MClear Shampoo - 2014- :$0.5MSportlobster - 2014- :MTG - 2014- :Emirates Airlines; 2014- :PokerStars.com: 2015- : $0.5MAbbot Laboratories - 2015- : $0.5MAltice - 2015- :Smaaash Entertainment - 2015-2020:Nike - 2016- : $30.0MZTE - 2016-2017: $4,47MXTrade - 2016- :Exness - 2017-2018: $0.5MPanzerGlass - 2017-2019: $0.5MEgyptian Steel - 2017- :American Tourister - 2017-2019: $0.4MToyotaArticle by Will Griffee as posted on MailOnline...
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2018-04-02
Anheuser-Busch Launches Revolutionary Incentive-Based Sponsorship Model
Anheuser-Busch has been the dominant beer company in the U.S. for half a century, with market share recently at 45%. The company has used its sports sponsorships to raise awareness and promote brands like Budweiser, Bud Light, Busch and Michelob, spending an estimated $350 million on U.S. sponsorships in 2016, according to consultancy ESP Properties, with PepsiCo the only bigger spender at $360 million (Coca-Cola ranked third at $265 million).Yet the beer giant thinks the old sponsorship model is broken, and it is set on redoing all of its endorsement deals. “Those are legacy [sponsorship] models that were created on a consumer behavior that is no longer there,” says Joao Chueiri, vice president of Consumer Connections at Anheuser-Busch InBev. “We need to evolve the model, and as the leaders in the industry, we are pushing for that evolution.”Anheuser-Busch is rolling out a new sponsorship model that promises to shake up the industry. It is built on incentives for performance on the field, pitch or court, as well as off of it. Every A-B sponsor deal going forward, whether with a team or a league, will include a base compensation amount, plus metrics that trigger larger investments by the company. A playoff appearance or boost in attendance could lead to more sponsor money from A-B. A new digital platform that engages fans or increases awareness of A-B brands might spur larger payouts. Anheuser-Busch will work with teams and leagues to choose metrics on a case-by-case basis.Anheuser-Busch can implement the new model only on deals up for renewal, and it already has four partners on board under the new format in the New Orleans Saints, the Los Angeles Dodgers, the Minnesota Timberwolves and NASCAR. The race series announced a deal this month with the Busch brand as the official beer of NASCAR. Budweiser was the official beer for a decade before Coors Light replaced it in 2008 in a deal that expired last year.“We continuously work with all of our partners to test ideas that deliver returns against their stated marketing objectives,” says Lou Garate, NASCAR’s vice president, partnership marketing. “We know how powerful our brand-loyal fans are at retail and fully expect NASCAR will deliver for A-B.”Chueiri says the shift was triggered by changing consumer behavior. “Every team and league is under pressure for TV ratings and live attendance. The current deals did not address any of that,” he says. “More people are consuming sports through social and other roots. We want to start bringing those components to our deals.”A-B’s sponsorship agreements touch almost every corner of the sports world, with league deals with the NBA, the NFL and MLB, as well as dozens of team-specific pacts. It is also increasingly focused on emerging sports like e-sports and surfing. Sports is a significant consumption occasion for beer brands, whether live, at home or in a bar.Anheuser-Busch’s sponsorships are largely tied up in sports, but it is also the undisputed leader in music, with more than half of the music festivals with a sponsor in the beer category last year partnering with A-B, according to ESP. The Bud Light Dive Bar Tour featured Lady Gaga each of the past two summers.“We want to stay connected, especially with the upcoming drinking generation, which is very important for us. It is important that every year we understand the trends of how consumers are shifting behavior so we don’t miss the boat,” says Chueiri.Before moving to A-B in 2014, Chueiri spent seven years at Nike, which helped influence this new strategy. “Coming from the sports industry, compensation based on performance is something that is very natural,” he says. Winning a tournament or making the playoffs or reaching a higher world ranking can all trigger bigger payouts in athlete endorsement deals. Anheuser-Busch believes it is the first major sponsor to adopt this incentive-based model for teams and leagues.Anheuser-Busch is part of Anheuser-Busch InBev, the leading global brewer, with revenue of $56 billion last year. The company was formed in 2008 when Anheuser-Busch in the U.S. was acquired by InBev, the result of a previous merger of Belgium's Interbrew and Brazil's AmBev.A-B’s biggest brands have been under pressure in the U.S., with craft beers taking market share. The Budweiser brand is growing internationally, but its U.S. share has declined for 29 straight years. A-B insists the new sponsor template is not a cost-cutting strategy, but an evolution of the sponsorship model, with spending expected to be flat in 2018.Alcohol brands face restrictions other sponsors don’t have to deal with in terms of access to athletes and the type of content they can create. A-B spent decades with massive Bud and Bud Light signs at venues to increase awareness. It achieved awareness and now invests in sports for the experiences it can provide its customers, according to the company. A-B wants to use sports to have more meaningful experiences for clients, whether that’s access to players, coaches or the field.“We will invest on the partners that are helping us to be more effective and efficient with our investments. It is great for the partners who are willing to bet on their product,” says Chueiri.Article by Kurt Badenhausen as posted on Forbes....
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2018-03-29
Coors Light, The Official Beer of Major League Baseball
A new partnership promising more to baseball fans across CanadaCoors Light Canada is proud to be the Official Beer of Major League Baseball, serving refreshment, access, and new experiences to the many baseball fans coast-to-coast. The 2018 regular season kicks off today, marking the start of the new partnership.Beyond sport, baseball reminisces those long summer days spent in good company, making lasting memories. To let the scene really fall into place, crack open a Coors Light to quench the craving for refreshment. What could be more picture perfect?Coors Light is already associated with baseball south of the border, with numerous MLB team affiliations. In Canada, the focus is to spread everything that baseball is and represents, especially to those who can't attend live games, but tune in from home or the bar."We're excited to play a big role in baseball and everything it represents this summer," says Chris Waldock, Senior Marketing Director for Coors Light Canada. "Ultimately, we want to bring fans closer to the game through our season-long programming and unique experiences, like our Northern Invasion rivalry trips, and All-Star Game and World Series fan experiences."The MLB joins the Toronto Raptors, Montreal Canadiens, several CFL teams, and national softball leagues in Coors Light's range of sports partnerships in Canada. Proud beer sponsor of sports celebration and culture, Coors Light plays the role of refreshment in every fan's experience....
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2018-03-28
American Crew Canada announces partnership with TFC as official hair and beard care sponsor
American Crew Canada proudly announces its partnership with Toronto FC as its official hair and grooming sponsor.  Toronto FC players hair will be styled by American Crew Canada from the gym to the locker room to the field.  It is the perfect fit!  Undoubtedly, soccer players have some of the best men's hairstyles among professional athletes.  Footballers demanding schedules require styles that are game ready functional, yet always on trend to keep up with style savvy fans.  American Crew products are up to the challenge and we look forward to another exciting Toronto FC season in 2018.American Crew Canada will be present at all Toronto FC home games through in-stadium signage, in team locker rooms and executive level hospitality areas as well as occasional in-game features. When TFC is on the road, American Crew Canada will be there too by decking out all the players with American Crew travel kits so they can focus on the game, and know their hair is always on point when travelling."American Crew is continuing to partner with like-minded brands to increase our consumer and hair industry awareness in Canada and strengthen our community engagement," said Larissa Balicki, American Crew Canada's Brand Manager. "Toronto FC is one of the most dynamic professional sports organization's in the country right now whose players and followers rank higher in awareness of men's grooming products than the general population.  American Crew, the official supplier to men, sees this as a moment in time where it makes the most sense for our brands to team up."...
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2018-03-27
76% of sports sponsorships tied to junk food, study says
Cheering on your favorite sports team and snacking on junk food often go hand in hand in the United States, but a new study sheds light on just how intertwined sports and unhealthy foods really are.The study, published in the journal Pediatrics on Monday, reveals that 76% of food products shown in ads promoting a sports organization sponsorship are unhealthy and that 52.4% of beverages shown in sports sponsorship ads are sugar-sweetened.Sponsorship was measured by instances in which the sports organization logo or name was shown with an official company name, product or logo in a commercial, banner ad, YouTube video or similar type of promotion.The study focused on the top 10 sports organizations most frequently watched by children 2 to 17 years old, based on data from Nielsen ratings.The researchers are concerned that such sponsorships could have a negative impact on children’s food choices and diet, said Marie Bragg, first author of the study and assistant professor in the Department of Population Health at the NYU School of Medicine in New York.Yet “there’s a unique dynamic between the sports organizations and the food companies, and it’s hard to know who should take more responsibility for the problem or if both organizations — both sports organizations and food companies — should take equal responsibility,” she said. “I’m not totally sure what the answer is.”The Hershey Co. and PepsiCo were among the companies mentioned by name in the study. Hershey Co. said in a statement that it believes in “supporting organizations that enable athletes to showcase their talents and serve as role models.”“Sports are viewed together by multiple generations who understand that our products are a treat. In fact, candy makes up a very small amount of the average American’s diet (about 2-3% of total caloric intake),” it said in response to the study. “We have a broad portfolio of brands that offer a variety of choices for consumers.”The company added that it participates in the Children’s Food and Beverage Advertising Initiative, a voluntary program in which it has committed to not advertise its products to children under age 12.In an emailed statement, PepsiCo said the company “has made strong global commitments on responsible advertising to children, and we have signed on to industry-led voluntary initiatives through several global, regional and national pledge programs. In the U.S., this includes the Children’s Food and Beverage Advertising Initiative, which is administered by the Better Business Bureau.”A ‘striking’ findingThe researchers used 2015 data from Nielsen’s television ratings to identify the 10 sports organizations with the most youth viewers. Then, they compiled a list of each organization’s sponsors using publicly available information.A research assistant, who was unaware of the purpose of the study, sorted all of the organizations’ sponsors into categories, identifying which were food and beverage brands.When it came to defining sponsorship, “it really has to be the partnership of either the logos or names showing up in the same commercial,” Bragg said.“Let’s say a chip commercial showed up in between programming for the NFL. We would not count that unless in that chip commercial, it said ‘official chip sponsor of the NFL’ or if, during the commercial, it showed the chip logo next to the NFL logo,” she said.The researchers then “gathered nutrition information for all products shown in sponsorship advertisements by searching official food and nonalcoholic beverage companies’ websites between January and March of 2016,” they wrote. The nutrition information for each food product was evaluated using a profiling system called the Nutrient Profile Model in order to determine what could be defined as unhealthy.The researchers also recorded the total number of food and beverage sponsorship commercials uploaded to YouTube from 2006 to 2016. More than 195 million YouTube views were associated with food and beverage sports sponsorship ads in that sample of commercials.“This is the first study to our knowledge to really harness this new form of social media in getting a sense of how it’s adding to the food advertising exposure picture,” Bragg said.The researchers found that the NFL had the most food and beverage sponsors, and the organization had the most youth viewership. The National Little League had the third-highest number of food and beverage sponsors.“That was striking to me,” Bragg said of National Little League.“There could be the argument that it doesn’t necessarily matter as much for childhood obesity if there are unhealthy products promoted where most of the viewers and sports organization players are adults, as opposed to Little League, where it’s a lot of really young players and really young viewers,” she said. “Still, they came in third place for the highest number of sports food sponsorships.”The study had some limitations, including that the researchers did not quantify sponsorship appearances within games on the sidelines or sponsorship announcements made during games. Also, the researchers did not determine what percentage of YouTube viewership data actually belonged to young people.The study also does not explore whether the sponsorships actually influenced food preferences or behavior among children. More research is needed to determine whether the study findings have a real-world impact on diet, they said.The American Beverage Association, which represents the beverage industry, has responded to the study in a written statement.“As the authors of this study admit, the target audience for professional sports are not children but adults,” the statement said.“Nonetheless, America’s beverage companies have taken actions to ensure parents have the support they want, including voluntarily implementing international advertising guidelines to not market to children under the age of 12, voluntarily pulling full-calorie beverages from K-12 schools and offering parents fact-based information and the wide variety of beverage options with and without sugar they need to make the right choices for themselves and their families,” the statement said.The message it could be sending to childrenThe researchers wrote in the study that poor diet is a significant driver of childhood obesity, and food marketing is one factor that contributes to poor diet among children.“I think the study provides a good example of that,” said Dr. David Ludwig, a professor at the Harvard T.H. Chan School of Public Health and co-director of the New Balance Foundation Obesity Prevention Center at Boston Children’s Hospital.“Public health experts and pediatricians, when a child comes in for a visit, may warn against the risks of excessive weight, but for every positive message like that, 10 negative messages undermine the benefits — negative messages in terms of food advertisements, which suffuse media today, broadcast media, the internet and athletic sponsorships, as this study shows,” said Ludwig, who was not involved in the study.“Food advertisers and athletic organizations have long had an unhealthy relationship, implying that if you’re physically active, you can eat anything you want,” he said. “The evidence is that very few children are realistically ever going to reach such high activity levels that they can outrun a bad diet.”Bragg also led a previous study on how popular music celebrities endorse mostly junk food. For that study, published in the journal Pediatrics in 2016, the researchers ranked a singer or group’s popularity with teens and then analyzed the type of foods and drinks that the celebrities endorsed. A total of 163 celebrities were included in the studyThe researchers found that among the beverages that the celebrities endorsed, 71% were sugar-sweetened drinks. Among the foods they endorsed, 80.8% were energy dense and nutrient poor.In the United States, the prevalence of childhood obesity is about 17%, affecting 12.7 million children and teens, according to the Centers for Disease Control and Prevention. It’s estimated that nearly one in five children and teens aged 6 to 19 are obese, but obesity is not just an American problem.In the United Kingdom, obesity is estimated to affect about one in every five children ages 10 to 11, according to the National Health Service.The World Health Organization has called childhood obesity one of the most serious health challenges of the 21st century. Globally, the number of overweight or obese infants and young children, up to 5 years old, climbed from 32 million to 41 million between 1990 and 2016, according to the WHO.For people with young children, Ludwig said, monitoring their television viewing and setting a good example when it comes to food choices can help counteract the influence that advertising might have on their eating preferences and habits.“Television has become a platform for programming children to want junk food,” Ludwig said.“So parents must protect the home environment,” he said. “We may not be able to control the external environment in the ways that we like, but we can encourage healthful behaviors when our kids are at home.”Article by CNN Newswire as posted on WTKR.com...
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