A tech company’s decision to pull its advertising from the 2024 Paris Olympics has sparked debate following a contentious opening ceremony performance.
On Saturday morning, C Spire, a Mississippi-based telecommunications and technology business, said on X that it had withdrawn all of its advertising from the Olympics due to the ceremony’s parody of a painting depicting a biblical period important to the Christian religion.
The show, which took place on the Debilyl Bridge with the Eiffel Tower and the Seine River in the background, began with three French drag queens and other performers standing at the base of a runway.
A bejewelled woman stood in the centre, wearing a big silver headgear that resembled a halo as seen in paintings of Jesus. She grinned and formed a heart shape with her hands while her peers glanced at the camera before breaking into a choreographed performance.
C Spire did not define the advertising they planned to broadcast during the Olympics, nor did they reveal the financial implications of their decision to withdraw.
The company’s decision appears to have been motivated by unfavourable feedback from numerous sources, who saw the performance as insulting to religious symbolism.
“We were shocked by the mockery of the Last Supper during the opening ceremonies of the Paris Olympics,” the company posted. “C Spire will be pulling our advertising from the Olympics.”
Thomas Jolly, the event’s artistic director, addressed during a news conference to defend his creative choices for the ceremony. He added that the performance was intended to represent “inclusion” and display a diverse spectrum of cultural expressions.
“C Spire is supportive of our athletes who have worked so hard to be a part of the Olympics,” C Spire President and CEO Suzy Hays said in a statement.
“However, we will not be a part of the offensive and unacceptable mockery of the Last Supper, which is why we’re pulling our advertising from the Olympics.”
We earlier reported that Nigeria’s Sports Minister John Enoh is upbeat that the Super Falcons will bounce back against World Champions Spain despite losing to Brazil at the ongoing Paris Olympics.
As the Women’s Olympic Football Tournament got underway, the Super Falcons were defeated by Gabi Nunes of Brazil in the 37th minute, separating the two-time Olympic silver medalists and the nine-time African champions.
