During the Olympics, we
were treated to the delicious dichotomy of the world's largest mixed
sporting event being sponsored by a fizzy drink manufacturer and a
chain of fast food restaurants. Presumably, by associating themselves
with the games, both companies saw the opportunity to clean up their
reputations for promoting ill-health and obesity. Only time will tell
if their marketing money was well spent.
The Paralympics, on the
other hand, have raised irony to a whole new level as one of their
main sponsors is Atos, the giant French service company which has
been contracted by the UK government to reduce welfare costs by
removing benefits from millions of sick and disabled people. For most
of us, this may well turn out to be a degree of hypocrisy too far.
The Westminster
government has awarded Atos a contract worth £400 million under
which the company will “re-assess” the ability of sick and
disabled people to work. The government, of course, expects to recoup
much more than this amount in reduced benefit payments if Atos do
their job well. And, from Westminster's point of view, they've been
doing their job very well indeed.