Written By Jeffrey Reed
Sports and marketing are inseparable. Every local organization and team, from Bluewater Hawks Girls Hockey to the Strathroy Jets, uses social media to promote successes and fundraising. So, too, do nutrition experts who guide athletes of all ages with education focusing on balanced diets and healthy eating habits – a one-two punch critical to any athlete’s winning formula.
Promoting the importance of healthy eating is a critical element of every nutritionist and dietician who guides athletes. But there’s also a need to dispel misinformation about nutrition which unfortunately accompanies much new media and also some traditional media sources. From pop-up booths at shopping malls to national television campaigns, no matter what avenue is travelled, there’s always a battle with information overload.
“On social media, nutrition professionals face the challenge of cutting through endless health misinformation while building genuine connections with their audience,” said Stacey Watson, owner and operator of website design and development company CodeInk Studios.
“The key is to focus efforts where they’ll have the most impact. Choose one or two platforms, such as Instagram or LinkedIn, where your ideal clients actually spend time, and consistently share evidence-based content that addresses their real concerns. Aim to educate, simplify complex nutrition topics, and debunk common myths using clear, approachable language,” she explained.
Watson said a key to using social media is to treat it as a relationship-building tool rather than a sales platform by engaging authentically, collaborating with peers, and sharing practical, actionable tips. The most effective posts, according to Watson, blend “expertise with personality and include appropriate disclaimers to maintain professional boundaries while building trust.”
Yet there’s more to life than the Internet. With professional sports embracing a myriad of partnership opportunities, Dairy Farmers of Ontario (DFO) jumped at the opportunity to partner with the Toronto Maple Leafs, whose game sweaters include the MILK patch.
According to DFO, their partnership with the storied hockey club falls in line with their overall marketing mission by aligning milk with active living and community values while making a visible impact. DFO said everything under the MILK brand is designed to “create lasting connections and remind Ontarians that milk means more. It is a source of strength, nourishment and pride in local farming.”
The Turkey Farmers of Canada, in partnership with the Canadian Poultry and Egg Processors’ Turkey Primary Processing Sector Members, are also active across all media with the Think Turkey national campaign, aimed at positioning Canadian turkey as the go-to protein for active Canadians. From gym-goers and busy parents to weekend warriors and wellness seekers, the You Turkey slogan encourages Canadians to fuel their movement and meals with “lean, high-quality and nutrient-rich” Canadian turkey.
Nothing beats a handshake and face-to-face conversation. But with the world connected via the Internet, it’s important to remember that personal service and building relationships are still the keys to success.
Award-winning writer
Jeffrey Reed has covered Middlesex County sports since 1980. He is publisher and editor of LondonOntarioSports.com. Reach him at
jeff@londonontariosports.com.
