JAKARTA – There has always been a slight disconnect between the highly competitive and health conscious world of sport and the brands that frequently sponsor events. Typical American sporting events will be sponsored by fast food chains, beer and soft drink companies. In Indonesia, of course, the cigarette manufacturers.
In some cases, brands will position themselves as complementary to a healthy lifestyle. Like when Michael Jordan was the spokesperson for McDonald’s or when LeBron James supported Coca-Cola.
Athletes and a brand are free to do whatever business they like. The problem is, this partnership uses superstars who are role models to promote unhealthy lifestyles.
Cristiano Ronaldo, one of the greatest athletes on the planet, faced pressure to promote unhealthy products on Monday when he mocked two bottles of Coca-Cola placed in front of him at a press conference ahead of Portugal’s Euro 2020 game between Portugal and Hungary.
The Juventus star pulled two soda bottles out of view of the camera and picked up a water bottle saying, ‘Drink water, not Coke’. As one of the league’s biggest stars, the humiliating sponsors must have angered UEFA officials.
Do NOT put Coca Cola in front of Cristiano Ronaldo ????It’s absolutely awesome ???? pic.twitter.com/bw9FYlTOI4
– Goal (@goal) June 15, 2021
The decision immediately affected Coca-Cola.
Shares of the coke maker fell 1.6 percent after Ronaldo’s comments, costing the company $ 4 billion. However, the share price rose again at the end of the day.
Coca-Cola responded to the first comments by saying that “everyone is entitled to their drink preferences” and that everyone has different “tastes and needs”.
It’s a bit old-fashioned to see a bottle of Coca-Cola placed in front of the world’s greatest athlete. Drinks like Coca-Cola have unusually high amounts of high fructose corn syrup and are linked to obesity, diabetes, and heart disease.
In a study of children, each daily serving of sugary drinks was associated with a 60 percent increased risk of obesity.
Ronaldo had been a star in Coca-Cola advertising 15 years ago when he was still in Manchester United costume. However, he is now a supporter of a healthy lifestyle, as evidenced by the fact that he is still at the top of his game at 36. He is known to have an intense health program and a very toned physique.
Ronaldo is known to eat six small meals a day to maintain his metabolism while avoiding feeling hungry or feeling lethargic. He trains five days a week three to four hours a day.
Cristiano Ronaldo: Has 3% less body fat than a mannequin High 24 ” circumference Can run 25m in 3.61 seconds Up to 78cm, taller than the average NBA player The force he uses to push back is almost 5g – similar to what an astronaut experiences during take off.???? pic.twitter.com/TI4xvBJfmP
– CRSEVN.7 (@cristianomotive) October 8, 2019
He spoke publicly about how frustrated he was when his son drank sugary drinks.
“Sometimes I’m tough on him because he drinks Coke and Fanta sometimes and I’m bored with him,” Ronaldo said according to The Mirror.
Ronaldo’s refusal to promote Coca-Cola was backed by Tampa Bay Buccaneers quarterback Tom Brady, 43, an athlete also known for extending his career through an intense health regimen.
It’s almost like the veterans know what they’re doing …. @Cristiano @ TB12sports https://t.co/pJ0y1BtCRt
– Tom Brady (@TomBrady) June 14, 2021
Caroline Cerny, Alliance leader at Obesity Health Alliance, sums up Ronaldo’s bold move perfectly. “It’s great to see models like Cristiano Ronaldo reject Coca-Cola in favor of water, set a positive example for young fans and show his disapproval of cynical marketing efforts that associate it with sugary drinks,” a- she declared.
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