Controversial Olympic Sponsorships: The Case of Coca-Cola and Paris 2024

The controversy surrounding Olympic sponsorships has once again come to the forefront as the Paris 2024 Games approach. While smoking and vaping have long been banned at Olympic venues, the focus has shifted to alcoholic beverage companies and sugary drink sponsors.

In a surprising move, the global beer sponsor of the Paris Olympics is Corona Cero, a zero-alcohol drink, despite the International Olympic Committee’s partnership with AB InBev, a leading brewer. This decision is said to highlight a commitment to responsible consumption and a better world.

However, the joint sponsorship between Coca-Cola and Mengniu, a Chinese dairy company, has raised eyebrows among experts. While Coca-Cola’s funding may seem less significant due to the joint partnership, it strategically leverages the company’s sponsorship and future longevity.

The marketing strategy of Coca-Cola, with some athletes holding bottles of their full-sugar drinks, has drawn comparisons to past Olympians promoting cigarettes. Critics argue that promoting sugary drinks during the Olympics is no different than promoting cigarettes, and urge sports organizations to promote healthier options.

Despite calls for Coca-Cola to be the next Olympic sponsor to go, experts believe that change is unlikely to happen soon. Public policy measures may be necessary to address the issue of sports organizations accepting money from companies that promote unhealthy food and drinks.

As the debate over Olympic sponsorships continues, the focus remains on promoting healthier options and holding sponsors accountable for their impact on public health.