As the Paris 2024 Olympics approach, health experts are urging the International Olympic Committee (IOC) to sever its longstanding partnership with Coca-Cola, citing significant health and environmental concerns. This call comes as Coca-Cola, a major Games sponsor since 1928, consistently advertises its sugary drinks across Olympic events.
In a recent commentary published in BMJ Global Health, Trish Cotter and Sandra Mullin from the global health organization Vital Strategies criticized the IOC for its ongoing association with the beverage giant. They argue that Coca-Cola’s sugary products, which have been linked to a range of serious health issues such as obesity, diabetes, and heart disease, are inconsistent with the values of promoting health and well-being that the Olympics espouse.
Cotter and Mullin highlighted that the promotion of such drinks contributes to a global health crisis and is at odds with the Olympic movement’s mission. They also raised concerns about the environmental impact of Coca-Cola’s operations, including plastic pollution, greenhouse gas emissions, and excessive water use.
“The Olympic movement risks being complicit in intensifying a global epidemic of poor nutrition, environmental degradation, and climate change,” Cotter and Mullin wrote. “It’s time for the IOC to cut ties with Coca-Cola in the interest of athletes, spectators, and the planet.”
The call to action is supported by a growing number of public health organizations, including the World Obesity Federation, and is reflected in a petition titled “Kick Big Soda Out of Sport,” which has garnered over 109,000 signatures.
Despite these criticisms, Coca-Cola’s partnership with the IOC remains strong, with a joint deal signed in 2020 reportedly worth $3 billion, extending the sponsorship through 2032. The beverage company did not respond to requests for comment regarding the recent criticism.
Cotter and Mullin argue that Coca-Cola’s extensive sports sponsorship portfolio, including its prominent role in the Olympics, serves to “sportswash” its unhealthy products, giving them a veneer of health and vitality. They call for a reevaluation of sponsorship practices to align more closely with public health priorities and environmental sustainability.
As the debate continues, the IOC faces increasing pressure to address these concerns and reconsider its association with one of the world’s largest beverage companies.
