Coke has started to sponsor pro climbers. Should the climbing community embrace support from big drinks brands or fight back against their sugary fingers? Hazel Findlay takes a look at this sticky issue.
People will tell you that everything comes at a price, even the best job in the world. Since I have the best job in the world, I can tell you that they’re correct. I’ve tried to picture a better profession – the Queen, artist, celebrity, wine taster – and, in my mind, none of them trump being a pro climber. But then I remind myself that it’s still a job and, in essence, paying a price is the whole point of that. You sacrifice your time and energy – and potentially a bit more – and get numbers on your bank statement in return.
Right now a climber called Ashima Shiraishi is starting to pay that price. Ashima is a very strong climber – one of the strongest young climbers of all time – and she’s just signed a sponsorship deal with Coca Cola.