How healthy are the Olympics?

So you’re a wanna-be Olympian? Daily training and getting enough sleep are, of course, top priority, but what should you munch on to maintain your energy? Well, if you’re listening to the sponsors of the International Olympic Committee that’ll be one juicy Big Mac washed down by an icy beer or Coke. Is it just me or does it seem a little odd that out of nine Beijing Olympic sponsors, three are beer companies? What’s the message here? Sports plus beer equals ultimate fitness? While I don’t see eye to eye on beer equals health, I do understand the tradition that calls for social lubrication at sporting events. I am, however, seeing red about everything else.

Red, like the McDonald’s and Coca-Cola logos which will be emblazoned on every surface during the Games. Coke has the longest continuous association with the Olympic movement—some marketing genius signed up with the Amsterdam Games in 1928 and McDonald’s joined up in 1976. Coke may be refreshing, but no matter how many token salads McDonald’s adds to its menus, it isn’t exactly the breakfast of champions. So is the IOC’s relationship with these two companies all a bit hypocritical or just good business sense? Call me naive, but shouldn’t Olympic sponsors inspire us to live healthy lives and not shovel junk food down our throats?

Well, no. At least not according to the official website of the Olympic Movement where their relationship with sponsors is defined as a “cooperation intended to generate support for the Olympic Movement and the Olympic Games and, in return, benefit the sponsor.” Gary Pluchino, one of the men who makes these deals, told CNN that, “One of the things [people] are buying into is the Olympic ideals.” I guess it’s no secret then that they are just trying to earn their bread, not to feed their loyal viewers anything nutritious.

Do you want to know what the worst part is? It just occurred to me that we really can’t blame anyone for this, because the only reason that these companies have enough money to invest in high-profile events like the Olympics is because we are investing in them, and it seems the buck stops with us on this one.

So you’re a wanna-be Olympian? Well, there is more to it than just training, getting enough sleep and eating right. If you truly want to promote the Olympic spirit, then choose wisely when spending your money, because ultimately that is your vote for the next round of Olympic sponsors.