Health experts rap World Cup fast food sponsorship

The tie-ups with McDonald's, Coca Cola and Budweiser are worth hundreds of millions of dollars to football's world governing body FIFA -- and some of that cash is subsequently invested in grass-roots sports projects.

But nutritionists in host nation South Africa worry that youngsters are particularly vulnerable to the association of their sporting heroes to food and drinks which are high in fats and sugar.

A recent report by the national Heart Foundation found that 29 percent of South African men and 56 percent of women are overweight.

Even youngsters are not immune to weight problems with 17 percent of children aged between one and nine classed as overweight.

According to Thami Bolani, chairman of the National Consumer Forum, the tournament would have been the "perfect opportunity to educate all communities about healthy eating but we missed the boat on this one completely."

The World Cancer Research Fund, which says there is convincing evidence that excess body fat increases the risk of six types of cancer, said FIFA had been irresponsible in its choice of sponsors.