The experts from the public health organisation Vital Strategies, put forth their views in an editorial that will be published in the journal BMJ Global Health.<\/p>\r\n\r\n
They argue that the company's sponsorship forces athletes to implicitly endorse unhealthy sugary drinks and provides Coca-Cola with undue influence over political and corporate leaders.<\/p>\r\n\r\n
Coca-Cola has sponsored the Olympic Games for nearly a century, with the high-profile sporting event sponsorship being a highly effective marketing strategy.<\/p>\r\n\r\n
In 2023, Coca-Cola had the most sports sponsorships of any brand, including its largest active deal with the IOC.<\/p>\r\n\r\n
The experts emphasise the power of sport in influencing public perception, citing footballer Cristiano Ronaldo's gesture of setting aside Coca-Cola bottles at a press conference in favour of water during the 2021 European football championships, which reportedly wiped $4 billion off Coca-Cola's market value.<\/p>\r\n\r\n
Despite the known health risks of sugary drinks, including obesity and heart disease, Coca-Cola remains a top-tier sponsor of the Olympics, with a contract extending through at least 2032.<\/p>\r\n\r\n
The authors note that more than 3 billion people watched the 2020 Tokyo Games, making it a prime advertising opportunity for Coca-Cola.<\/p>\r\n\r\n
The experts add that the sponsorship also grants Coca-Cola executives access to elite athletes and leaders, allowing for \"sportswashing\" of unhealthy products.<\/p>\r\n\r\n
They also point out the environmental impact of the drink\u2019s packaging and distribution processes, which contribute to plastic pollution, greenhouse gas emissions, and water insecurity.<\/p>\r\n\r\n
The experts continue to insist that the IOC's association with Coca-Cola contradicts the values of the Olympic movement and contributes to global nutritional and environmental crises.<\/p>\r\n\r\n
They also point out the environmental impact of the drink\u2019s packaging and distribution processes, which contribute to plastic pollution, greenhouse gas emissions, and water insecurity.<\/p>\r\n\r\n
Also Read: <\/b> Paris Olympics News<\/a><\/p>\r\n\r\n