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

L’écœurant message de la Coupe du monde

LONDRES – Un milliard de personnes ont vu le match inaugural de la Coupe du monde de la FIFA à São Paulo au Brésil, et des centaines de millions de gens vont, à un moment ou à un autre, regarder ce tournoi qui dure un mois. Pour les six principaux partenaires de la FIFA et les huit sponsors officiels de l’événement, ce public n’est pas loin de constituer une véritable mine d’or. Ils payent en effet des dizaines de millions de dollars dans l’espoir qu’un peu de la magie du « beau jeu » retombera sur leurs marques – et cela pourrait bien être le cas. Pour les spectateurs cependant, ce n’est peut-être pas une si bonne chose.

A la veille du coup d’envoi, la situation a frôlé le drame pour au moins l’un de ces partenaires FIFA, Budweiser, accusé de faire pression sur le gouvernement brésilien pour qu’il revienne sur la loi interdisant la consommation d’alcool dans les stades de football. En dépit d’un très forte opposition à l’abrogation de cette loi, la FIFA n’en était pas moins déterminée : « Les boissons alcoolisées font partie de la coupe du monde de la FIFA, et nous allons donc les autoriser. »

Le parrainage de sociétés comme McDonald, Coca-Cola, et le géant de la cuisine industrielle Moy Park représente une manne de plusieurs millions de dollars. Mais de quelle nature est le message envoyé au public international ? Encourager la consommation d’alcool, de boissons gazeuses et de fast food peut rapporter des profits massifs à ces sociétés. Mais cela peut aussi avoir une incidence négative sur la santé des individus et constituer un lourd fardeau que devront assumer les systèmes de santé de ces pays.

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