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

El mensaje insalubre del Mundial

LONDRES – Mil millones de personas vieron la ceremonia de apertura de la Copa Mundial de la FIFA en São Paulo, Brasil, y varios cientos de millones más seguirán los partidos durante el mes que dura el torneo. Para los seis socios principales de la FIFA y los ocho patrocinadores oficiales del evento, semejante audiencia es una mina de oro. De hecho, esas empresas pagan decenas de millones de dólares con la esperanza de que una parte de la magia del “juego bonito” se derrame sobre sus marcas, algo que es perfectamente probable. Pero para los espectadores eso puede ser perjudicial.

Al menos para uno de los socios de la FIFA, la previa del Mundial no estuvo exenta de dramatismo: la cervecera Budweiser fue acusada de obligar al gobierno brasileño a derogar una ley nacional que prohíbe la venta de alcohol dentro de los estadios de fútbol. A pesar de la amplia oposición que generó la derogación, la FIFA fue categórica: “Las bebidas alcohólicas son parte de la Copa Mundial de la FIFA, así que no pueden faltar”.

Empresas patrocinantes como Budweiser, McDonald’s, Coca-Cola y el gigante de las comidas empaquetadas Moy Park aportan millones de dólares al juego. ¿Pero qué mensaje transmiten a la audiencia global? Promover el alcohol, las bebidas azucaradas y las comidas rápidas puede implicar inmensas ganancias para las corporaciones, pero también supone problemas de salud para las personas y una costosa carga para los sistemas de salud pública.

To continue reading, please log in or enter your email address.

Registration is quick and easy and requires only your email address. If you already have an account with us, please log in. Or subscribe now for unlimited access.


Log in;
  1. Chris J Ratcliffe/Getty Images

    The Brexit Surrender

    European Union leaders meeting in Brussels have given the go-ahead to talks with Britain on post-Brexit trade relations. But, as European Council President Donald Tusk has said, the most difficult challenge – forging a workable deal that secures broad political support on both sides – still lies ahead.

  2. The Great US Tax Debate

    ROBERT J. BARRO vs. JASON FURMAN & LAWRENCE H. SUMMERS on the impact of the GOP tax  overhaul.

    • Congressional Republicans are finalizing a tax-reform package that will reshape the business environment by lowering the corporate-tax rate and overhauling deductions. 

    • But will the plan's far-reaching changes provide the boost to investment and growth that its backers promise?

    ROBERT J. BARRO | How US Corporate Tax Reform Will Boost Growth

    JASON FURMAN & LAWRENCE H. SUMMERS | Robert Barro's Tax Reform Advocacy: A Response

  3. Murdoch's Last Stand?

    Rupert Murdoch’s sale of 21st Century Fox’s entertainment assets to Disney for $66 billion may mark the end of the media mogul’s career, which will long be remembered for its corrosive effect on democratic discourse on both sides of the Atlantic. 

    From enabling the rise of Donald Trump to hacking the telephone of a murdered British schoolgirl, Murdoch’s media empire has staked its success on stoking populist rage.

  4. Bank of England Leon Neal/Getty Images

    The Dangerous Delusion of Price Stability

    Since the hyperinflation of the 1970s, which central banks were right to combat by whatever means necessary, maintaining positive but low inflation has become a monetary-policy obsession. But, because the world economy has changed dramatically since then, central bankers have started to miss the monetary-policy forest for the trees.

  5. Harvard’s Jeffrey Frankel Measures the GOP’s Tax Plan

    Jeffrey Frankel, a professor at Harvard University’s Kennedy School of Government and a former member of President Bill Clinton’s Council of Economic Advisers, outlines the five criteria he uses to judge the efficacy of tax reform efforts. And in his view, the US Republicans’ most recent offering fails miserably.

  6. A box containing viles of human embryonic Stem Cell cultures Sandy Huffaker/Getty Images

    The Holy Grail of Genetic Engineering

    CRISPR-Cas – a gene-editing technique that is far more precise and efficient than any that has come before it – is poised to change the world. But ensuring that those changes are positive – helping to fight tumors and mosquito-borne illnesses, for example – will require scientists to apply the utmost caution.

  7. The Year Ahead 2018

    The world’s leading thinkers and policymakers examine what’s come apart in the past year, and anticipate what will define the year ahead.

    Order now