The Olympics have come a long way in terms of promoting public health. Every Summer and Winter Olympics since a certain point have been smoke-free, and since 2010, they have also been tobacco-free. In line with this, smoking is strictly prohibited at all Paris 2024 venues, except for designated areas. The same rule applies to vaping.
One controversial aspect of Olympic sponsorship has been the involvement of alcoholic beverage companies. For instance, Molson Brewery sponsored the 1976 Montreal Olympics, while Heineken sponsored the 2004 Athens games. Despite these past partnerships, the IOC is currently in collaboration with AB InBev, the world’s leading brewer. Interestingly, Corona Cero, a zero-alcohol drink, is the global beer sponsor of the upcoming Paris Olympics. The Olympic Committee has stated that this partnership showcases both organizations’ dedication to responsible consumption and a better world.
Efforts like the Kick Big Soda Out of Sport campaign have gained momentum over the years. In the 2012 London Olympics, Coca-Cola faced backlash due to its sponsorship, which included various promotional activities targeting youth engagement. In 2021, Coca-Cola’s sponsorship model changed, and it now holds a joint “Olympic Partner” agreement with Mengniu, a Chinese dairy company. This partnership makes them the exclusive non-alcoholic beverage sponsors of the Games. Through this strategic move, Coca-Cola aims to leverage its sponsorship and ensure future longevity.
The joint sponsors are set to pay an estimated total of $3 billion to the IOC from 2021 to 2032. Coca-Cola recently unveiled its 14-person athlete roster for the 2024 games. The marketing campaign features athletes holding bottles of Coca-Cola’s beverages, including full-sugar Coca-Cola and Powerade Original. The sugar content in these drinks has raised concerns, with some experts drawing parallels between this marketing strategy and past instances of athletes promoting cigarettes.
Many experts believe that Coca-Cola should be the next Olympic sponsor to be replaced, citing concerns about promoting unhealthy food and drinks. However, they acknowledge that such a change is unlikely to happen in the near future. Some experts argue that public policy measures are necessary to prevent sports organizations from accepting sponsorship from ultra-processed food companies. When public health considerations outweigh financial interests, meaningful changes can be expected in the sports sponsorship landscape.
