PARIS, July 18, 2024 /PRNewswire/ -- Leading global
health experts and advocates are calling for the end of Big Soda's
sponsorship of sporting events throughout the world. A new
campaign, "Kick Big Soda Out of Sport," highlights its harms and
calls for the global community's support.
Citing escalating rates of noncommunicable diseases associated
with consuming sugary beverages, these groups assert the
International Olympic Committee's (IOC's) association with
unhealthy products undermines its commitment to promoting a
healthy society through sport.
"Serving as a major sponsor of the Olympics allows companies to
blanket events with logos, reaching an audience of over 3 billion,"
said Trish Cotter, Global Lead of the Food Policy Program at
Vital Strategies.
"The link between sugary beverages and chronic and largely
preventable diseases is well established," said Dr. Barry Popkin, W. R. Kenan Jr. Distinguished
Professor of nutrition at the University of
North Carolina at Chapel Hill Gillings School of Global
Public Health. "Allowing Coca-Cola to continue as a key sponsor
directly contradicts the IOC's mission and undermines the
achievements of Olympians."
The digital campaign can be seen on YouTube, Instagram,
Twitter/X and LinkedIn, and directs viewers to an online
petition.
"This campaign is bringing much-needed attention to sugary drink
companies using sport to add to their bottom line," said Nzama
Mbalati, Chief Executive Officer of HEALA, a civil society
coalition in South Africa
advocating for a more just food system. "The audience of the
2024 Olympic Games should be informed about the intent behind these
ads."
As guardians of the Olympic Movement, the IOC is urged to
terminate Coca-Cola's sponsorship and reject future sponsorships
from corporations that do not align with Olympic values.
"This petition underscores the need for the IOC to prioritize
the health of people and the sustainability of our planet over
commercial interests," said Alejandro
Calvillo, Director of El Poder del Consumidor, a consumer
rights nonprofit in Mexico. "The
IOC has an unprecedented opportunity to uphold its reputation as a
beacon of integrity, excellence and social responsibility."
To join "Kick Big Soda Out of Sport" and add your name to the
petition, visit www.kickbigsodaout.org and use the hashtag
#KickBigSodaOutofSport.
Vital Strategies supports the enactment and evaluation of policy
efforts that aim to move people toward healthier diets around the
world. Find out more and follow us
Twitter @VitalStrat.
Media Contact:
Rachel
Burns; rburns@vitalstrategies.org
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content:https://www.prnewswire.co.uk/news-releases/international-olympic-committee-urged-to-terminate-big-soda-sponsorship--vital-strategies-302199921.html