Main world well being organizations name for the elimination of The Coca-Cola Firm as a serious sponsor of the Olympic Video games
In a landmark attraction, main world well being specialists and advocates are calling for the top of Large Soda’s sponsorship of sporting occasions all through the world.
This transfer comes amid rising issues concerning the damaging impacts of sugary drinks on public well being and the atmosphere.
A brand new marketing campaign, “Kick Large Soda Out of Sport,” highlights these harms and urges the worldwide group to help this name to motion.
Citing escalating charges of weight problems, Sort 2 diabetes and cardiovascular illnesses related to consumption of sugary drinks, these teams assert that the Worldwide Olympic Committee’s affiliation with unhealthy merchandise undermines its dedication to selling a wholesome society via sport.
“Serving as a serious sponsor of the Olympics permits firms to blanket venues and occasions with their logos, reaching an viewers of over 3 billion watching at residence,” stated Trish Cotter, International Lead of the Meals Coverage Program at world well being group Important Methods.
“Alongside rising opposition to soda’s involvement in sport, athletes themselves are starting to talk up about which firms must be permitted to sponsor sporting occasions.
For instance, at Euro 2020 Cristiano Ronaldo made a powerful assertion when he pointedly eliminated two bottles of Coca-Cola that have been positioned in entrance of him at a information convention.”
“The hyperlink between sugary drinks and power and largely preventable illnesses akin to diabetes, most cancers and coronary heart illness is properly established,” stated Dr. Barry Popkin, W. R. Kenan Jr. Distinguished Professor of diet on the College of North Carolina at Chapel Hill Gillings Faculty of International Public Well being.
“Permitting Coca-Cola to proceed as a key sponsor of the Olympic Video games immediately contradicts the IOC’s mission and undermines the efforts and achievements of Olympic athletes. Essentially the most insidious actions of the beverage business, nevertheless, are their advertising methods, which disproportionately goal kids and adolescents. These ways perpetuate unhealthy consumption patterns, setting younger folks up for lifetimes of poor dietary habits and well being dangers.”
The digital marketing campaign may be seen on YouTube, Instagram, Twitter/X, LinkedIn and marketing campaign associate web sites, and directs viewers to a web based petition.
Addressed to the IOC, the petition is gathering signatures to show the worldwide motion behind ridding sporting occasions of unhealthy, environmentally harmful merchandise.
“This marketing campaign is bringing much-needed consideration to the methods sugary drink firms use sport so as to add to their backside line,” stated Nzama Mbalati, Chief Government Officer of HEALA, a civil society coalition in South Africa advocating for a extra simply meals system.
“The viewers of the 2024 Olympic Video games must be knowledgeable concerning the intent behind the adverts they’ll see all through the telecast.”
As guardians of the Olympic Motion, the IOC is urged to take decisive motion: the termination of Coca-Cola’s Olympic sponsorship.
The marketing campaign additionally requires a dedication from the IOC to each reject future sponsorships from companies that don’t align with Olympic values and embrace partnerships with entities genuinely devoted to selling well being and sustainability.
“This petition underscores the necessity for the IOC to prioritize the well being of individuals and the sustainability of our planet over industrial pursuits,” stated Alejandro Calvillo, Director of El Poder del Consumidor, a client rights nonprofit in Mexico.
“By distancing itself from Large Soda, the IOC has an unprecedented alternative to uphold its fame as a beacon of integrity, excellence and social duty.”
“Kick Large Soda Out of Sport” is the start of a motion to take away all sugary beverage sponsorship from sport.
The marketing campaign is led by involved world well being organizations and advocates and highlights the dangerous results of sugary drinks on our well being and the planet.
To hitch “Kick Large Soda Out of Sport” and add your identify to the petition, go to www.kickbigsodaout.org and use the hashtag #KickBigSodaOutofSport on social media.
