Torch Relay- Isle of Wight

Today we watched the Olympic flame brace the isle of wight as it was carried down Newport high street. Through rain and shine we patiently waited for the torch. Until finally it arrived following a parade of trucks advertising the sponsors of the games, though why are the official sponsors fizzy drinks and fast food. What kind of message is that giving out??? One that being sporty is important or one that fast food and fizzy drinks are key to our diets????