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

Die krank machende Botschaft der Weltmeisterschaft

LONDON – Eine Milliarde Menschen sahen das Eröffnungsspiel der FIFA-Weltmeisterschaft im brasilianischen São Paulo, und während des einmonatigen Wettkampfes werden sich weitere Hunderte von Millionen zuschalten. Für die sechs großen Partner der FIFA und die acht offiziellen Sponsoren stellt dieses Publikum nicht weniger als eine Goldmine dar. Tatsächlich zahlen sie zig Millionen Dollar in der Hoffnung, etwas vom Zauber des „schönen Spiels“ könnte auf ihre Marken abfärben – was auch durchaus möglich ist. Für die Zuschauer aber ist dies wahrscheinlich keine gute Sache.

Für zumindest einen Partner der FIFA, Budweiser, war die Zeit vor dem Anstoß nicht ohne Drama. Der Firma wurde vorgeworfen, sie habe die brasilianische Regierung genötigt, ein nationales Gesetz, das den Verkauf von Alkohol in Fußballstadien untersagt, zu widerrufen. Trotz großen Widerstands gegen die Aufhebung des Gesetzes war die FIFA resolut: „Alkoholische Getränke sind Teil der FIFA-Fußballweltmeisterschaft, also werden sie dabei sein.“

Das Sponsoring durch Unternehmen wie Budweiser, McDonald’s, Coca-Cola und den Fertiggerichtgiganten Moy Park bringen dem Spiel Millionen von Dollar ein. Aber welche Botschaft wird dem weltweiten Publikum damit übermittelt? Werbung für Alkohol, zuckerhaltige Getränke und Fast Food mag Unternehmen enorme Profite bescheren. Aber sie bedeutet auch schlechtere Gesundheit für die Menschen und eine teure Bürde für die nationalen Gesundheitssysteme.

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