FRENCH CONNECTIONS: Olympic athletes sent close to 100,000 abusive messages via social media, while pressure grows for Games to cut ties with Coca-Cola

Close to 100,000 abusive social media messages have been sent to Paris 2024 athletes.

Games bosses have deployed artificial intelligence in their war on trolls with more than 1.5million posts screened since the competition began.

Of those, around 97,000 — in 35 languages — have been deemed abusive and officials are sifting through them before deciding which should be forwarded to police.

Team GB athletes are among those targeted.

Meanwhile, Kirsty Burrows, the executive at the head of the IOC’s anti-troll team, has received ‘hate messages’ after she spoke out in defence of gender row boxer Imane Khelif.

Pressure is growing on Games bosses to ditch their long-running partnership with Coca-Cola.

Two health experts have called for ties to be cut, claiming the deal allows the giants to sportswash health-damaging, sugar-filled drinks.

Trish Cotter and Sandra Mullin, of global health group Vital Strategies, said in the journal BMJ Global Health that such products are a ‘key driver’ for obesity, diabetes, high blood pressure and heart disease.

However, do not expect imminent movement.

Managing director of TV and marketing Anne-Sophie Voumard said the IOC were ‘incredibly proud of a 100-year partnership with Coca-Cola’ and pointed out they provide a full range of products and ‘many sugar-free options’.

As well as bottles of Coca-Cola featuring during Olympic press conferences, there are multiple Coke-filled vending machines in the Athletes’ Village in Paris

Expect more sponsorship visibility at future Games after product placement surged into a new gear.

While there have traditionally been strict rules around what partners can do — with on-field visibility off limits — IOC bosses have found crafty solutions.

This year, athletes are given Samsung mobiles to take selfies while on the podium (on Louis Vuitton trays), while viewers would have spotted gold bottles of Coca-Cola water at the opening ceremony.

According to research firm Ampere Analysis, the IOC will net sponsorship revenue of £1.05bn from Paris, 60 per cent more than in Tokyo.

With the next Olympics in Los Angeles, and all the opportunities that will bring, expect companies to be queuing up to hand over their cash.

Three weightlifting medalists pictured posing for a selfie after being given a Samsung phone

The IOC have given their blessing to athletes to fund their programmes by posting pictures of themselves on adult site OnlyFans.

In a light-hearted press conference, comms boss Mark Adams confessed he was ‘not aware’ of the site but added: ‘Like all citizens, athletes can do what they want.’

Snoop Dogg has been the sensation of the Games with viewers around the world.

The US rapper is in Paris with NBC in what has proved a masterstroke — with numerous clips of his observations going viral.

IOC bosses, who have accredited a number of influencers, are delighted with his impact and how it has drawn new viewers.