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 …