The Olympic Games have long been a global celebration of human achievement, providing inspiration and entertainment to millions. From US gymnast Simone Biles reclaiming gold medals after withdrawing from the 2020 Tokyo Games to Léon Marchand becoming the first swimmer to win two individual golds in one night since 1976, the Olympics never fails to provide remarkable stories. However, beneath the surface of these awe-inspiring feats lies a troubling narrative of corporate hypocrisy and public health concerns.

The Health Impact of Sugary Beverages

Consumption of sugar-sweetened beverages (SSBs) is a significant driver of diabetes, obesity, and cardiovascular disease, causing an estimated 3.6 million disability-adjusted life-years and 75,700 deaths in 2021 alone. Despite these alarming statistics, soft drink manufacturers like Coca-Cola have made concerted efforts to undermine public health initiatives aimed at reducing these harms through sugar taxes. The industry's tactics include discrediting health partners and diverting attention away from the role of SSBs in non-communicable diseases (NCDs) to other factors such as physical inactivity.

Barry Popkin, founder and co-director of the Global Food Research Program at the University of North Carolina, likens sugar to tobacco, calling it a "rogue ingredient" responsible for a global explosion of health harms, including 13 types of cancer. Popkin is among the founders of the "Kick Big Soda out of Sport" campaign, which aims to sever the ties between sugary beverage companies and sporting events like the Olympics.

The IOC's Controversial Partnerships

The International Olympic Committee (IOC) has long touted the Olympics as a platform for promoting physical activity and contributing to the prevention of NCDs. A Cooperation Agreement between the IOC and the World Health Organization (WHO) talks of dedication to health promotion policy and action. However, the IOC's partnerships with companies like Coca-Cola and AB InBev, the world's largest brewer, raise questions about the sincerity of these pledges.

Coca-Cola's logo is prominently displayed alongside the IOC's commitments to encourage physical activity, creating a narrative that downplays the importance of diet for health and instead puts the sole emphasis on exercise. This partnership is seen by many as a "master class in sportswashing," a term used to describe the practice of using sports sponsorship to improve a company's public image while continuing to engage in harmful practices.

The Call for Change

Public health advocates are increasingly calling for the IOC to terminate its marketing and sponsorship agreements with Coca-Cola. Trish Cotter, an Australian food policy activist and co-leader of the "Kick Big Soda out of Sport" campaign, argues that Coca-Cola's partnership with the IOC is a profit-driven marriage of convenience that exposes millions of children to unhealthy products. The campaign has garnered support from 72 organizations in 20 countries, including the World Cancer Research Fund International, World Obesity Federation, and the World Public Health Nutrition Association.

Despite these calls for change, the IOC maintains that Coca-Cola has a global Responsible Marketing Policy that stresses not marketing any of its products to children under the age of 13. However, critics argue that this policy is insufficient given the overwhelming evidence of the health harms caused by sugary beverages.

The Environmental Impact

The Olympics also face criticism for their environmental impact. Early promises of a carbon-neutral Games have been quietly dropped, with Paris 2024 now aiming for a carbon expenditure of about 1.5 million tonnes of CO2 equivalents, roughly half the emissions of the London and Rio Games. While efforts have been made to reduce new construction, the impact of thousands of spectators and participants flying around the globe cannot be ignored. Climate watchdog Carbon Market Watch has stated that despite promises of a green transformation, the Games have delivered only marginal improvement.

The Way Forward

The Olympics have the potential to be a powerful force for good, promoting physical activity, environmental sustainability, and social responsibility. However, to truly live up to these ideals, the IOC must do more than tell stories of corporate responsibility. It must take concrete actions to sever ties with companies that contribute to public health and environmental harms.

One promising initiative is Paris 2024's partnership with the French Ministry of National Education and Youth and the French National Sports Agency to introduce 30 minutes of daily physical activity in schools throughout France. While it remains to be seen whether this initiative will have a lasting impact on rates of physical activity, it represents a step in the right direction.

In conclusion, the Olympic Games are a global celebration of human achievement, but they are also a platform for corporate hypocrisy. The IOC must do better than simply telling stories of corporate responsibility; it must take concrete actions to align its partnerships and practices with its lofty pledges about the Games' social, health, and environmental legacy. Only then can the Olympics truly be a force for good in the world.

‍References

    The Lancet, The 2024 Olympic Games: end the health hypocrisy

    The Lancet,Calls for the Olympics to end harmful Coca-Cola sponsorship‍