One of the country's leading obesity experts has branded Brian O'Driscoll's new relationship with soft drink giant Coca-Cola as "very disappointing".

Professor Donal O'Shea, who is the brother of former Irish international and Harlequins director of rugby Conor O' Shea, is the founder of the country's first public weight management clinic at St Columcille's Hospital in Dublin.

He described the former Irish rugby captain's new role as the 'Coca-Cola Company's Rugby World Cup 2015 Ambassador' as "very disappointing".

Prof O'Shea said the use of sporting heroes in this manner is becoming a "massive problem".

"Coca-Cola say they do not promote or advertise to under-12s. This move in signing up sporting icons is very clearly going to promote their brand to children. And it is a thing that the World Health Organisation are looking to see an end to," Prof O'Shea told the Irish Independent.

The consultant endocrinologist is also the co-chair of the Royal College of Physicians policy group on obesity. They previously called for a ban on advertising sugar sweetened drinks to children and lobbied the Government to introduce a 20pc tax on them. "It's very disappointing, and these kind of partnerships - and they call them partnerships - is just to avoid the advertising or promotion link. But they are advertising and promotion," Prof O'Shea added.

"It is just a different name, it's very cynical targeting of vulnerable kids, and it is what Coca-Cola do. I think we just have to as a society come up with ways of making this kind of association unacceptable."

Coca-Cola was unveiled as the official sponsor of the 2015 Rugby World Cup in east London yesterday. The World Cup is due to kick off in London next September.

Legend

Rugby legend O'Driscoll surprised local teens with a "special training session" to announce the news. The most capped international player ever said he is "really excited to be working with Coca-Cola".

"As a former professional sportsman, I'm a passionate believer in the importance of leading an active, healthy lifestyle and understanding the benefits of physical activity," the father-of-two said.

He added that next year's games will "bring a whole new audience" along.

Irish Independent