Glasgow 2026 has been criticised by Scottish health groups over partnership deals with Coca-Cola and a London fruit lager.
NCD Alliance Scotland, a coalition of 25 health organisations, said it feared the agreements risked “tarnishing any positive health and wellbeing legacy the Games might bring to Glasgow”.
Earlier this month, the Games announced a deal with Coca-Cola Company and Coca-Cola Europacific Partners to have Coca-Cola Zero Sugar as the “official soft drink” of the multi-sport event.
Last week, Jubel was unveiled as the “official beer partner”.
Diane McLeod, Director of Games Services and Workforce at Glasgow 2026, said the partnership was “about more than great beer”.
“It is about shared moments, community and celebration,” she said. “
In an open letter, the groups — which include Alcohol Focus Scotland, Scottish Health Action on Alcohol Problems, Obesity Action Scotland and ASH Scotland — warned Games chief executive Phil Batty that “sponsorships like this directly affect young people”.
“Billions of pounds are invested each year by alcohol companies in marketing their products. This is with an aim not only to increase market share, but also to increase consumption, target heavy drinkers and recruit new drinkers.
“While Coca-Cola Zero Sugar is positioned as the lead product, the Coca-Cola brand remains closely linked with high fat, salt and sugar products.
“Its visibility within a globally prominent, family-focused sporting event risks shaping children’s perceptions and preferences.”
The groups said evidence from a recent survey of 1,046 young people aged 11–16 shows that “63% associate the brand with Coca-Cola Original, compared to just 15% with Coca-Cola Zero”.
David McColgan, Chair of NCD Alliance Scotland, said: “The Commonwealth Games is an ideal opportunity to showcase both Glasgow and Scotland at their best, and inspire children and young people to become healthier and more active.
“Although we welcome the organisers’ commitment to allocating smoke- and vape-free family zones, promoting Scotland’s Quit Your Way stop smoking services and providing free drinking water, we have serious concerns about the impact of the Jubel and Coca-Cola sponsorships on young people."
He added: “Evidence shows that young people are likely to start drinking earlier and consume more the more often they are exposed to alcohol marketing, and the Coca-Cola brand, which is linked with high fat, salt and sugar products, risks shaping the perceptions and preferences of children watching the sports.
“It is highly counterintuitive for the marketing of products at odds with the highest ideals of sport, and risks tarnishing any positive health and wellbeing legacy the Games might bring to Glasgow — a city with the highest alcohol death rate in the country — and across Scotland, where health inequalities continue to grow.”
Glasgow 2026 was approached for comment.
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