A three-year study on the availability and promotion of junk food in sport has revealed the extent to which children throughout the country are being inundated with unhealthy options in association with physical activity.
As a result of the study, funded by the Health Research Council, workshops attended by sports industry professionals and policy-makers were held in Wellington and Auckland this week.
''There's a very clear view from the sport sector that we need a range of interventions,'' lead researcher Associate Prof Louise Signal, of Wellington, said.
Food on offer at netball and rugby venues in Alexandra, Wanaka, Dunedin and Taieri was part of the research.
The vast majority of food at all Otago venues was unhealthy. On average, only about 20% was healthy, while a small percentage was unclassified.
It was the same nationally.
''New Zealand sport is awash with junk food. It undermines the sport sector's efforts to promote healthy eating to players and is at odds with the healthy nature of sport,'' Prof Signal said.
The prevalence of overweight and obese children triggered the research, which will be presented to the Government.
Prof Signal said legislative change could include restricted marketing and advertising of junk food to children, as was shown to work in other countries.
Local authorities could implement policy on what could be advertised and sold at sports venues and sports clubs and coaches could be offered support to promote healthy eating among players.
Professional athletes and teams could lead by example.
Endorsement of the All Blacks by Weet-Bix was positive, as was New World's sponsorship of the Silver Ferns, researchers found.
Players eating lollies during breaks sent the wrong message to children, she said.
''Unless you are an elite athlete, you don't need that high sugar replacement. Oranges and water is appropriate for children, not jet planes and Powerade.''
Despite concern sports clubs would suffer financially without the involvement of junk food companies and products, Prof Signal said such sponsorship actually amounted to very little.
Many other sponsorship options were available and a change in policy would not have a massive detrimental effect on the sports industry, especially not for children's sport, she said.
Parents also had an important role to play. In general, they knew what was healthy for children, but the overwhelming number of parents interviewed for the study felt embattled.
''The world is so full of junk food and parents are battling to keep it at bay.''
Research showed it was difficult for overweight and obese children to maintain a healthy weight as adults, Prof Signal said.
''We are condemning them to poor health, early death and feeling bad about themselves. Overweight and obesity are significant risk factors for heart disease, cancer and diabetes - which in particular is increasing in New Zealand at worrying levels.''
Studies showed 11% of Kiwi children aged 5-14 were obese and at least 20% were overweight.
