Year: 2024
Type: article
Abstract: When football star Cristiano Ronaldo set aside two bottles of Coca-Cola at a press conference for the UEFA European Football Championships in 2021, the visual went viral. Despite Coca-Cola being an official event sponsor, Ronaldo initiated an on-camera rejection of the product. It was seen by the public as a rebuke to the idea that Coca-Cola is a benign drink embraced by athletes at the top of their game. Ronaldo instead held aloft a bottle of his preferred ‘água,’ and with just a few seconds of footage, the soft drinks behemoth reportedly lost $4 billion in market value.1 Such is the power of sport.
Source: BMJ Global Health
Authors: Trish Cotter, Sandra Mullin
Institution: Vital Strategies
Language: English
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $3,679
OpenAlex ID: W4401545952