A partnership between the Commonwealth Games, Coca-Cola and a beer company has been criticised for ‘tarnishing’ the ‘legacy’ of the event.

Jubel, a UK beer brand which specialises in ‘dangerously refreshing’ fruit-infused lagers, is partnering with the Games, along with the soft drinks giant Coca-Cola.

NCD Alliance Scotland, a coalition of 25 health organisations, said the links with both firms ‘risk tarnishing an opportunity for the Games to deliver a positive health and wellbeing legacy’.

The Glasgow 2026 Commonwealth Games will be held in Glasgow from July 23 to August 2, with the opening ceremony taking place at The Hydro.

In an open letter to Phil Batty OBE, chief executive officer of the Games, NCD Alliance Scotland members, which include Alcohol Focus Scotland, Scottish Health Action on Alcohol Problems (SHAAP), Obesity Action Scotland and ASH Scotland, have requested a meeting to discuss how the Games can make a’ lasting shift away from associations with health-harming products’.

David McColgan, chairman 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 X and Coca Cola sponsorships on young people.

‘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 (HFSS) products, risks shaping the perceptions and preferences of children watching the sports.

‘It is highly counter intuitive 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.’

Fruit lager firm Jubel was founded by Jesse Wilson, formerly a brand manager for Maltesers at Mars based in Slough, Berks.

The beer company claims to be dedicated to bringing a feeling of ‘extreme joy to all’.

Earlier this month, Stephen Moorhouse, general manager at Coca-Cola Europacific Partners, the largest independent bottler of Coca-Cola globally, said: ‘Supporting the Commonwealth Games in Glasgow feels particularly special for us, because we have strong roots through our local operations in East Kilbride’.

He said: ‘Working with our partners on the ground, we’re focused on creating a positive impact for communities across Glasgow, and an enjoyable experience for the thousands of people set to attend the Games.’

Jubel and Coca Cola were approached for comment.

A spokesman for Glasgow 2026 said: 'The success of the Games is built on partnership and our approach seeks to prioritise and balance these public health activations with the commercial partnerships that enable the Games to take place.

'We’re proud to welcome Coca-Cola and Jubel to our partner base.

'They are an important part of ensuring we can stage an event that is accessible, community-focused and enjoyable for everyone attending.'