In a significant move, Pilsner Urquell, an official partner of the Czech Olympic Committee (COV), declared yesterday that it will not support the 2024 Paris Olympics under the existing conditions set by the International Olympic Committee (IOC). This decision follows the IOC’s controversial resolution to allow the participation of Russian and Belarusian athletes in the upcoming Paris Games.

Zdenek Kovar, spokesperson for the brewery, conveyed the decision, stating that Pilsner Urquell will cease all communications related to the Summer Olympics in Paris through an agreement with the COV. The company, known for its longstanding support for Czech Olympians, expressed its disagreement with the IOC’s stance. Nevertheless, Pilsner Urquell is committed to continuing its financial backing of Czech sports, redirecting the funds initially intended for the Olympics to support Czech athletes.

CPI Property Group, another official partner of the COV, had previously severed ties with the committee due to the same disagreement with the IOC. Despite ending its partnership, Pilsner Urquell distinguished itself by choosing to channel the contracted funds toward the development of sports venues and direct support for Czech athletes.

The decision prompted other COV partners, including T-Mobile and Alpine Pro, to express their intent to collaborate with the committee in applying pressure on the IOC to reconsider its stance on Russian and Belarusian athletes’ participation.

Pilsner Urquell emphasized its commitment to values such as fairness, humanity, and togetherness, which have guided its support for Czech Olympians for over two decades. Marketing manager Zuzana Dudova underlined the brewery’s desire to celebrate the success of Czech athletes in events aligned with its principles.

Despite the withdrawal from Olympic-related campaigns, Pilsner Urquell remains an unwavering supporter of Czech hockey, serving as the main partner for both the men’s and women’s national hockey teams. The COV welcomed the brewery’s decision, appreciating its ongoing support for Czech athletes during these challenging times.

The brewery took a firm stance against the Russian invasion of Ukraine from the outset, engaging in various humanitarian activities and ceasing exports to Russia and Belarus immediately after the conflict erupted. The COV echoed its condemnation of Russian aggression and its opposition to any participation by Russia and Belarus in Olympic qualifiers and the Games during the ongoing war in Ukraine.

Article by Prague Forum