Health experts urge IOC to end partnership with Coca-Cola

Two health experts - Trish Cotter and Sandra Mullin of global health group Vital Strategies – are urging Olympic organisers to cut ties with Olympic and Paralympic Partner Coca-Cola, noting the current sponsorship deal allows the US company to ‘sportswash’ unhealthy sugary drinks.

Events at the Paris Games have been lined with advertising for the ubiquitous sugar laden drinks of Coca-Cola, which has been sponsoring the Olympics since 1928.

Powerade 'Ion4 Gold Rush' Sports Drink 600ml has 34.8 grams of sugar while a 375ml can of Coca Cola contains 39.8 grams - not exactly healthy.

Cotter and Mullin note these sugary drinks "offer little or no nutritional value" and promoting such unhealthy products has no place in sport.

Sugary drinks are a "key driver" of a range of serious health problems affecting people across the world, including obesity, diabetes, high blood pressure and heart disease, the pair wrote in a commentary in the journal BMJ Global Health.

Cutting ties with Coca Cola – as well as being in the best interests of athletes and spectators – is also in the best interest of the planet. Coca-Cola's products contribute to global plastic pollution, greenhouse gas emissions and use up a vast amount of water. Cotter and Mullin note "by continuing its association with Coca-Cola, the Olympic movement risks being complicit in intensifying a global epidemic of poor nutrition, environmental degradation and climate change."

In December 2022, the world’s worst plastic polluters were revealed, with Coca-Cola coming top of the list for the fifth year in a row. This revelation ironically followed the food and drinks company’s sponsorship of the COP27 United Nations (UN) climate change conference held in Egypt in November.

In 2020, the US food and drink giant signed a joint deal worth a reported $3 billion to extend its sponsorship of the Olympics. The partnership will last until at least 2032.

The brand has much to gain, the pair suggest. More than three billion people worldwide tuned into broadcast coverage of the 2020 Tokyo Games, and 28 billion video views took place on broadcasters' digital platforms.

Cotter and Mullin highlight "with a viewership this size, advertising during the Olympic Games is a coveted opportunity for companies to feature their products, however detrimental to consumers.”

Cotter and Mullin noted that last year Coca-Cola had more sports sponsorships than any other brand, including sportswear companies such as Nike adding "this strategy culminates in a gold medal opportunity to 'sportswash' an unhealthy product.”

The World Health Organization has called for countries to tax sugar-sweetened beverages.

A petition called ‘Kick Big Soda Out of Sport’ was launched ahead of the Games and been backed by a range of public health organisations including the World Obesity Federation.

The Kick Big Soda Out of Sport digital campaign is available on YouTube, Instagram, X, and LinkedIn, and directs viewers to an online petition.

"This campaign is bringing much-needed attention to sugary drink companies using sport to add to their bottom line," shared Nzama Mbalati, Chief Executive HEALA, a civil society coalition in South Africa advocating for a more just food system. "The audience of the 2024 Olympic Games should be informed about the intent behind these ads."

Petitioners have urged the IOC to terminate Coca-Cola's sponsorship of the event and reject future sponsorships from corporations that do not align with Olympic values.

Cotter and Mullin concluded "by severing ties with Coca Cola, the IOC can send a powerful message that the Olympics stand for integrity, health and sustainability. Let's implore the IOC to act swiftly in the best interests of athletes, spectators, and the planet.”

Ahead of the Olympic and Paralympic Games Paris 2024, Coca-Cola unveiled ‘Celebrate Everyday Greatness’ as its theme while also announcing its global roster of athletes for Team Coca-Cola.

Coca-Cola notes on their website “the Celebrate Everyday Greatness campaign is designed to champion life’s everyday moments – both big and small – that can turn into something great”. It was featured across a range of Coca-Cola brands to engage fans ahead of the Games.

Brad Ross, Coca-Cola’s Vice President of Global Sports & Entertainment Marketing and Partnerships shared “the Olympic and Paralympic Games are a prime opportunity for The Coca-Cola Company and our extensive portfolio of products to connect with fans.

 “We will use this global stage to showcase how greatness in everyday moments can create real magic.”

Powerade, a brand of The Coca‑Cola Company, announced its Olympic Games Paris 2024 global campaign back in April 2024. Building on The Coca‑Cola Company’s nearly 100 years of partnership with the Olympic Games, the campaign kicked off with a new creative campaign featuring US Olympian Simone Biles and other athletes competing in Paris 2024.

Image top. Olympic ambassadors. Credit: IOC/Coca-Cola; image above: Coca Cola contributes to plastic bottle waste