The partnership between Coca-Cola and the 2024 Olympics is facing criticism from public health experts, who accuse the American giant of “sportswashing.”
“By continuing its association with Coca-Cola, the Olympic movement risks being complicit in worsening a global epidemic of poor nutrition, environmental degradation, and climate change,” wrote researchers Trish Cotter and Sandra Mullin in the journal BMJ Global Health.
Coca-Cola is one of the longest-standing sponsors of the Olympic Games, having supported them since 1928. For the upcoming Paris edition, the soft drink giant has already been criticized for its extensive use of plastic containers.
The BMJ Global Health article highlights health concerns, noting that Coca-Cola sells sugary drinks with “little to no nutritional value.” The authors emphasize that sodas are “one of the main drivers” of widespread health issues such as obesity and diabetes, and they urge the International Olympic Committee (IOC) to cut ties with Coca-Cola.
In response to inquiries from AFP, Coca-Cola stated that it is “constantly adapting its product range by reducing added sugars.” The company also argued that its funding for the Olympics is “crucial for enabling athletes worldwide to train, prepare, and participate in the Games.”
Beyond the Olympics, the article also points out Coca-Cola’s significant presence in sports partnerships, noting that no other company holds as many as Coca-Cola, even compared to brands directly linked to sports like Nike.
This strategy allows Coca-Cola to “sportswash” its unhealthy products, a term modeled after “greenwashing,” according to researchers from the global health organization Vital Strategies.
During the Paris Olympics, the IOC expressed that it is “incredibly proud” of its century-long partnership with the brand. In Paris, “they provide a full range of products: water, tea, coffee, juice, and soft drinks. So there are plenty of sugar-free options,” said Anne-Sophie Voumard, the IOC’s Director of Marketing and Television Services.
