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.

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