Since then, strict no-smoking policies have been adopted at the Summer and Winter Olympic Games, with a completely smoke-free policy having been in place since 2010. Smoking will be prohibited at Paris 2024 venues, except in designated areas. Rules that also apply to e-cigarettes.
Alcoholic beverage companies ControversyOlympic sponsors, from Molson Brewery at the 1976 Montreal Olympics to Heineken at the 2004 Athens Olympics.
However The IOC is partnering with AB InBevCorona Cerro, one of the world’s leading brewers, is the global beer sponsor of the Paris Olympics, a move the Olympic Committee said underscores both organizations’ “commitment to responsible consumption and a better world.”
Initiatives like the “Kick Big Soda Out of Sport” campaign don’t come out of nowhere. Coca-Cola’s sponsorship of the 2012 London Olympics featured a range of promotional activities focused on youth participation. Big backlashThen in 2021, the company’s sponsorship changed, with Coca-Cola now teaming up with a joint “Olympic Partner,” or TOP. Agreement with MengniuThe Chinese dairy company is the exclusive sponsor of the non-alcoholic beverages for the Olympics. Highest level of sponsorship.
“Coca-Cola has a good relationship with the dairy companies and gets the ‘health benefits’ that come with it,” says Joe Piggin, a senior lecturer in sports policy at Loughborough University. So while a co-sponsorship might seem to make Coca-Cola’s funding less important, strategically the move is actually one that leverages the company’s sponsorship and future longevity.
From 2021 to 2032 ( contract Co-sponsors will pay the estimated total amount. $3 billion Coca-Cola’s 14-player roster for the 2024 Olympics has been announced by the IOC. The faces of the campaign are This imageplayers are holding bottles of Coca-Cola drinks. Some players are holding full-sugar Coca-Cola itself, 53 grams of sugar per 500ml— Nearly double the recommended amount Daily sugar intake For adults.
Many of the players have Powerade Original, another Coca-Cola drink, in their hands. 5.8 g Each 600ml bottle contains 150g of sugar, which is about 20% of your recommended daily intake. (Powerade is Official Drink (US Olympic Team)
Experts say the marketing tactic is similar to that used by past Olympians to promote cigarettes. Recent Projects The Centre for Tobacco and Social Research looked into this, pointing out that champion high diving champion Harold “Dutch” Smith had said in a 1935 Saturday Evening Post advert that “camels won’t suck your farts.”
“If a tobacco company tried to run a commercial on television during the Olympics, there would be an uproar. [should be] “The same goes for Coca-Cola,” Lustig says. (“Coca-Cola offers a wide range of beverage options, including dairy and juice, as well as water, tea, coffee and soda, and many sugar-free options,” an IOC spokesperson told WIRED.)
“We call on sports organisations to stop promoting unhealthy foods and drinks and work with health experts to create healthier food environments,” Action on Sugar nutritionist Zoe Davis said in a statement to WIRED.
Coca-Cola did not respond to WIRED’s request for comment. “The company uses front groups to Lack of exercise and sugary drinks It’s fueling the obesity crisis,” said Ashka Naik, a researcher at Corporate Responsibility. But Coca-Cola They’ve been accused of manipulating science To justify this shifting of responsibility.
Experts WIRED spoke to have consistently said that Coca-Cola should be the next Olympic sponsor, but they don’t expect it to happen anytime soon.
Many experts suggest change shouldn’t be left to the organisations themselves. “Public policy action” is needed to stop sports organisations “taking money from ultra-processed food companies”, Lustig said. “When you have more votes than money, things will change.”
