Obesity experts are calling for Cricket Australia to end its sponsorship deal with fast food company KFC because of the message it sends to young people.

Their concerns are raised in the latest issue of the Medical Journal of Australia.

One of the co-authors, Professor Stephen Colagiuri of the Institute of Obesity Nutrition and Exercise at Sydney University, says the nation is in the grip of an obesity epidemic.

He says young people consider cricketers as icons and heroes, and people are influenced by what they do.

"We think it is unhelpful and even irresponsible in this climate of increasing obesity and overweight in children, adolescents and young adults in Australia to be heavily promoting through our sporting icons fast foods and unhealthy eating habits," he said.

Professor Colagiuri says it is irresponsible and unhelpful for Cricket Australia to be promoting unhealthy food by being sponsored by.

"A lot of young people are influenced by what they do including in this particular instance the eating of unhealthy food," he said.

But Cricket Australia spokesman Peter Young says it will not be terminating KFC's sponsorship.

"No not at all we're very grateful for the support they provide us, and the support they provide us along with the support we get from other sponsors helps us keep cricket on the local ovals, in school grounds, and at an elite level it helps us keep our international teams in the field as well," he said.

Mr Young says there is nothing wrong with KFC in moderation.

"The important thing is to take a balanced approach to nutrition, to physical activity and to treat things like KFC as an occasional treat," he said.