Sugary drink and fast food sponsors have become almost inseparable from sporting superstars and major events like the Olympics. But why are these epitomes of health and exercise aligning themselves with products linked to obesity, heart disease and diabetes?
Simon Tulett explores the reasons for this relationship's long history and hears about the damage it could be doing to young, impressionable fans.
If this sponsorship is a problem, whose job is it to end it, and can it be done without leaving event organisers, athletes and grassroots sport facing a financial black hole?
Producer: Sarah Stolarz
Contributors:
Michael Payne, former IOC marketing executive; Dr Sandro Demaio, VicHealth; Tuhin Mishra, Baseline Ventures; Tammy Aitken
If you would like to get in touch with the show please email thefoodchain@bbc.co.uk
(Picture: Composite of an American football player catching a burger. Credit: Lew Robertson, Rubberball/Mike Kemp, Getty Images/BBC)