#USA #New York #FIFA #Coca-Cola #Kick Big Soda Out

FIFA Under Pressure to Drop Coca-Cola Partnership

In a powerful call to action, a coalition of global health experts and advocates is urging FIFA to sever its long-standing ties with Coca-Cola, asserting that the beverage giant promotes health risks associated with sugary drinks. The initiative, named Kick Big Soda Out, highlights how Coca-Cola's sponsorship undermines FIFA's public commitment to health and fair play, especially in light of the upcoming 2025 FIFA Club World Cup.

Health Concerns and Misleading Associations

The campaign argues that Coca-Cola’s role in international sports constitutes a form of 'sportswashing', obscuring the health consequences of sugary drinks while misleading the public, particularly children. Trish Cotter from Vital Strategies emphasized that while FIFA claims to be an advocate for health, its partnership with Coca-Cola sends a contradictory message. By providing a platform for Coca-Cola at sporting events, FIFA is essentially endorsing a product linked to obesity, type 2 diabetes, and heart disease.

Rising Support and Previous Campaigns

Gaining momentum since the 2024 Paris Olympics, the movement has attracted over 255,000 signatures from individuals and more than 93 organizations, all demanding the International Olympic Committee to cut ties with Coca-Cola. Despite this, media coverage of Coca-Cola sponsorship tends to skew positive, with approximately 78% of articles displaying it in a favorable light, while criticisms regarding its impact on public health are only reflected in 2% of news. This stark discrepancy sheds light on the significant challenges advocates face in raising awareness about such concerns.

Advocates Call for Action

As the 2025 FIFA Club World Cup approaches, advocates are mobilizing a second wave of the Kick Big Soda Out campaign utilizing platforms like YouTube, Instagram, and Facebook. Leaders like Dr. Simón Barquera, president of the World Obesity Federation, assert that FIFA has the chance to prioritize the integrity of football and child health by ending its relationship with leading soda manufacturers. The evidence linking excessive sugar consumption to non-communicable diseases is mounting globally, particularly in low-income countries where such conditions are rising at alarming rates.

A Pivotal Moment for FIFA

The narrative surrounding FIFA's partnership with Coca-Cola is not just about financial ties, but also about the larger implications for public health, particularly for the younger generation. Advocates argue that limiting the marketing efforts of soda brands is critical for safeguarding children's health and making healthier choices easier.

“FIFA can choose to protect the integrity of football and not continue providing companies with unique opportunities to cleanse their image,” declared Carolina Piñeros from Red PaPaz.

As this campaign garners attention, FIFA faces pivotal decisions regarding its sponsorships and what message they communicate to fans around the world. To support the movement, individuals can visit www.kickbigsodaout.org and engage with the discussion using #KickBigSodaOutofSport.

Conclusion

The conversation around FIFA's partnership with Coca-Cola amplifies the urgency of addressing health issues associated with sugary drinks in sports. With the collective voices of health advocates, fans, and concerned citizens, there is a pressing opportunity for FIFA to align its practices with its stated values, prioritizing the health of millions over corporate sponsorships.