Lead by example: should sport take a stand against brands of unhealthy consumption?

Previous literature has highlighted the link between unhealthy food and drink consumption with chronic illness such as obesity and diabetes.1 However, unhealthy food and drink sponsorship in sport is common. Unhealthy food and drink is promoted through sport to encourage the formation of favourable attitudes towards unhealthy consumption. Thus, the counterintuitive association that sport, a generally healthy pursuit, has with brands of unhealthy food and drink consumption is a particular concern.