The International Olympic Committee (IOC) insists that the sponsorships it receives from major corporations like Coke, McDonalds, and Cadbury allow fans from around the world to enjoy the games. And yet these contributions allow brands like Coke to market themselves on a global platform and offer their products to millions during the world’s most athletic, health-oriented event.
The Childrens’ Food Campaign believes that using the world-stage of the Olympics to market fast-food and sugary beverages promotes the adoption of unhealthy habits to millions, despite the fact that the IOC receives only 2% of its income from these sponsorships. It urges greater caution be taken when choosing advertisers, and hopes companies like McDonalds and Coke will be banned from future sponsorships. Reports expect over 23 million Cokes to be consumed at the Games, and the Childrens’ Food Campaign worries the global visibility of a brand like Coke could be very dangerous for the young, worldwide audience.
Coke replied, defending its contribution to the success of the Olympics, and insisting that its drinks- or any single food or beverage- cannot be blamed as the sole cause of a population’s health issues.
Blog post written by Deutsch Intern: Olivia Lassoff
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