The International Olympic Committee (IOC) has been advised to cut its ties with Coca-Cola in an editorial published by BMJ Global Health.
In their article, ‘The Olympic game’s up: it’s time for the IOC to stop promoting sugary drinks,’ Trish Cotter and Sandra Mullin, of international health organisation Vital Strategies, said sporting event sponsorship lures athletes into ‘tacit endorsements’ that many would otherwise choose to avoid.
They said: “In the interest of health for all, promoting unhealthy sugary drinks clearly has no place in sport.
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- Sugar tax reduced adult consumption by 11g a day
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“However, despite the evidence of health harm and the contradiction to the IOC’s mission to champion athletes’ health, Coca-Cola remains a top-tier sponsor of the Olympic Games and retains a contract through to at least 2032.”
They added: “It’s time for the IOC to end its unhealthy partnership with Coca-Cola and to recommit to its core values.”
During a press conference the IOC’s television and marketing services managing director Sophie Voumard defended its partnership with Coca-Cola, saying: “We’re incredibly proud of almost 100 years of partnership with the Coca-Cola company.
“From an IOC perspective, Coke is taking a responsible approach to supporting athletes’ families, fans and is taking an integral part in the delivery of the Games.”
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In a statement, Coca-Cola noted it also offered water, tea, coffee and juice at the Paris Games.
It said: “As a total beverage company, we support recommendations to limit added sugar to 10% of daily calories and continuously adapt our product range by reducing added sugar and introducing innovative products to meet evolving consumer tastes.”
In 2020, Coca-Cola signed a joint deal worth a reported $3 billion to extend its sponsorship of the Olympics until at least 2032.
Read the editorial in full here
