Yes. I'm not sure that our government has the greatest record again in terms of consistency, with delivering role models or processes that are particularly supported.
On a number of occasions recently, the government actually got into bed with big business through endorsement programs that supplied net ball posts and basketballs, for example, in return for a large collection of chocolate bar wrappers.
So I'm concerned again that if a government minister talks about such an issue, with which I agree in principle, at the same time we should be looking at the sponsorship of the sports that most of our sporting heroes take part in. For example, if you look at our number one sport, soccer, and you look at who sponsors the premier league soccer players, it is by and large alcohol companies, Coca-Cola, and Pepsi.
It seems to me that a government action to restrict the total domination of sporting events by these companies...and you could also take into account massive multinational companies, such as McDonald's, that spend a great deal of time, effort, and money making sure that the very exciting sports for men and women, which are right in the public eye at all times, are associated with their products.
If that could be curtailed, it would be very much more helpful than the odd athlete turning up at a school here and there to give an hour or two of free coaching.
The other aspect of this is that we have a major problem in the U.K. with our sports and recreation infrastructure, in terms of making sure that kids can get access to sporting facilities at a relatively sensible and accessible price, and also that those sports facilities are in good condition.
So while I take the point you're making, it seems to me that it's actually a little splash in a puddle. There's a whole lake of water that we should be looking at, in terms of the really important influences on young people regarding turning them on to activity.