New Delhi, Aug 7 (IANS) Amid the ongoing Olympic games, the International Olympic Committee (IOC) must cut its ties with Coca-Cola to protect the health of athletes, spectators, and the planet, urged public health experts on Wednesday.
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.
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.
Coca-Cola has sponsored the Olympic Games for nearly a century, with the high-profile sporting event sponsorship being a highly effective marketing strategy.
In 2023, Coca-Cola had the most sports sponsorships of any brand, including its largest active deal with the IOC.
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.
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.
The authors note that more than 3 billion people watched the 2020 Tokyo Games, making it a prime advertising opportunity for Coca-Cola.
The experts add that the sponsorship also grants Coca-Cola executives access to elite athletes and leaders, allowing for “sportswashing” of unhealthy products.
They also point out the environmental impact of the drink’s packaging and distribution processes, which contribute to plastic pollution, greenhouse gas emissions, and water insecurity.
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.
They call on the IOC to sever ties with the company, sending a powerful message about integrity, health, and sustainability.
–IANS
ts/rad
Disclaimer
The information contained in this website is for general information purposes only. The information is provided by TodayIndia.news and while we endeavour to keep the information up to date and correct, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability or availability with respect to the website or the information, products, services, or related graphics contained on the website for any purpose. Any reliance you place on such information is therefore strictly at your own risk.
In no event will we be liable for any loss or damage including without limitation, indirect or consequential loss or damage, or any loss or damage whatsoever arising from loss of data or profits arising out of, or in connection with, the use of this website.
Through this website you are able to link to other websites which are not under the control of TodayIndia.news We have no control over the nature, content and availability of those sites. The inclusion of any links does not necessarily imply a recommendation or endorse the views expressed within them.
Every effort is made to keep the website up and running smoothly. However, TodayIndia.news takes no responsibility for, and will not be liable for, the website being temporarily unavailable due to technical issues beyond our control.
For any legal details or query please visit original source link given with news or click on Go to Source.
Our translation service aims to offer the most accurate translation possible and we rarely experience any issues with news post. However, as the translation is carried out by third part tool there is a possibility for error to cause the occasional inaccuracy. We therefore require you to accept this disclaimer before confirming any translation news with us.
If you are not willing to accept this disclaimer then we recommend reading news post in its original language.
