#USA #New York #FIFA #Coca-Cola #Healthy Choices

Global Health Advocates Urge FIFA to End Coca-Cola Partnership

A significant coalition comprised of health experts and advocates is calling on FIFA to terminate its long-standing partnership with Coca-Cola, pushing for serious consideration of health risks associated with sugary beverages. The initiative, known as "Kick Big Soda Out," highlights the growing concern that such sponsorship detracts from FIFA's proclaimed commitment to health and fair play while also compromising public health, especially among children.

With the FIFA Club World Cup scheduled for 2025, activists are demanding urgent measures to protect fans from misleading marketing connections that promote brands detrimental to their health. The initiative gained traction during the 2024 Paris Olympics, where over 255,000 signatures and 93 organizations joined the outcry against Coca-Cola. A report from Vital Strategies revealed that despite the negative health implications associated with Coca-Cola's products, media coverage largely presented the sponsorship in a favorable light, overshadowing critical discussions on exploitation and ethical practices.

Trish Cotter from Vital Strategies stated, "FIFA claims to support health initiatives, yet its close ties with Coca-Cola suggest otherwise. By providing platforms for Coca-Cola at stadiums and broadcasts, FIFA promotes a brand linked to rising obesity rates, type 2 diabetes, and heart disease. This is a blatant example of 'sportswashing' that undermines both public health and FIFA's credibility."

The second wave of the "Kick Big Soda Out" movement utilizes social media platforms like YouTube, Instagram, and Facebook to rally fans and activists in requesting that FIFA dissolve its partnership with Coca-Cola. Dr. Simón Barquera, president of the World Obesity Federation, emphasized the integrity of football, stating, "FIFA can choose to shield the integrity of the sport instead of allowing companies to use their ethical standing for brand improvement. By rejecting Big Soda, FIFA can genuinely align its actions with its words."

Recent evidence indicates a clear link between excessive sugar consumption and non-communicable diseases. In low-income countries, where health issues related to these conditions are escalating, Big Soda aggressively markets sugary drinks to millions, intensifying concerns about public health and responsibility.

Carolina Piñeros from Red PaPaz remarked, "This is a critical moment for FIFA. Marketing Big Soda promotes unhealthy choices for children. Restricting this type of advertising is essential for the health and well-being of young people."

Fans and supporters eager to join the movement urging FIFA to cut ties with Coca-Cola can visit www.kickbigsodaout.org to learn more and participate in the discussion by using the hashtag #KickBigSodaOutofSport. This campaign exemplifies the growing awareness around public health and corporate responsibility within one of the most popular sports in the world.