Kent Buse Sarah and Hawkes FIFA World Cup Brazil Alcoholic drinks Paul Harding/ZumaPress

世界杯令人作呕的信息

伦敦——有十亿人收看了巴西圣保罗的世界杯首场比赛,为期一个月的比赛还将吸引上亿人的关注。这在国际足联六大主要合作伙伴和赛事八大官方赞助商看来不啻为一座金矿。事实上,他们投入数千万美元希望“美丽赛事”的魔法能让自家品牌变得光彩照人——他们这样做的目的也往往能够达到。但对观众而言却未必是件好事。

开球前的准备期对国际足联合作伙伴百威来说也并非风平浪静,这家公司被指强迫巴西政府推翻其禁止在球场内出售酒精饮料的国家立法。尽管公众舆论普遍对取消这项法律持反对态度,国际足联的态度却异常坚决:“酒精饮料是世界杯的组成部分,我们少不了它。”

百威、麦当劳、可口可乐及方便食品巨头Moy Park等企业赞助给球赛带来了数百万美元的收入。但给全球公众传递的讯息是什么?推销酒精、含糖饮料和快餐食品或许会给企业带来巨额利润。但也意味着个人健康状况恶化以及国家医疗卫生系统负担加重。

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