Coca Cola decides to pay their Olympic taxes

Coca Cola takes a lead from McDonald's.

Internet petitions have, for once, proved effective, as Olympic sponsor Coca Cola have joined McDonald's in announcing they will not be partaking in their allowed tax break during the Games. Since HMRC pronounced Stratford the latest haven in tax dodging, the internet has exploded with complaints that corporations sponsoring London 2012 such as Lloyds TSB, Visa and Adidas should not partake in the tax exemption they are offered. The legislation not only forgives sponsors from paying tax on the fortunes they will earn during the Games, but also any foreign nationals working in the UK for the purpose; this includes journalists, judges and the athletes themselves. While the amounts the individuals will rake in from three weeks of income and UK corporation tax concessions may not be huge, it will cost the UK tens of millions of pounds to lose, as estimated by Richard Murphy from the Tax Justice Network.

The petition was started on the 38 Degrees website and has now over 160 000 signatures. On Wednesday McDonald's bowed to furious online petitioners, saying that the revenue from the games would only make up 0.1 per cent of annual sales in the UK. Hours later, Coca Cola also conceded and made a statement on their website to pay their fair share of tax during the Games. Perhaps this is the first of many escape routes from the somewhat Orwellian laws of copyright the Olympics have influenced in this country. I refer to the legislation that vendors within 100 metres of Olympic venues are forbidden from violating sponsorship agreements, by which I mean selling chips. Except in the joyful loophole that fish with chips is allowed, selling chips alone which are not McDonald's branded will result in a hefty fine. Likewise with soft drinks other than Coca Cola and beer other than Heineken. Considering this it is less surprising that McDonald's and Coca Cola don't mind paying their taxes as it will hardly compromise the billions of pounds they will be earning. However, the decision to ignore the tax exemption still shows the corporations in a good light, and until the other sponsors back down the petition at 38 Degrees will continue to go strong to break them, or die in the attempt.

To the taxpayer the decision to pay the usual requirement of taxes seems only fair; the UK has already been proven to be riddled with tax evaders, with the Barclays scandal still hanging stagnant in the air along with dozens of other bankers' tax avoidance accusations. However, tax exemption is far from unknown in the Olympic world; in fact, such legislations have long since been endemic to the Games for years. Usain Bolt is just one of the big-name athletes who has pushed tax exemption rules to be adopted by hosting countries. So is tax just seen as something optional to be dropped when it comes to big publicity situations? No, it's worse than that; “tax” has become a poisonous word that evokes feelings of horror and misery the moment it's spat off the tongue. In a world where dropping tax is seen as a reward (though why big names should be rewarded for having logos on the side of the stadium needs further explanation) and paying tax is a punishment, how can we expect so much of large corporations? We seem to be forgetting the purpose of tax: to help people who can't help themselves, and provide the public with those mildly useful luxuries we occasionally need, such as hospitals and schools. Sometimes our tax isn't used very wisely by the government, no. But shockingly enough, it is a democracy that we live in, and we can use our power to vote or to sign petitions online towards the hope that whoever is in charge will make a loose majority of decent choices. Organisations like the Olympics promote the idea that only the losers pay tax and the winners, be they competing athletes or corporations that get brownie points for monopolising industries, are lucky enough to get out of helping their country function. As long as we keep this mentality it's inevitable that McDonald's and Coca Cola deciding to pay tax will be something of a shock to us. Thankfully, the fact that they have done so can contribute to a new mentality. It might even promote the aim to do good over earn money. One can only hope.

Olympic sponsor Coca Cola presents the torch relay in Glasgow. Photograph: Getty Images
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The joy of only winning once: why England should be proud of 1966

We feel the glory of that triumphant moment, 50 years ago, all the more because of all the other occasions when we have failed to win.

There’s a phrase in football that I really hate. It used to be “Thirty years of hurt”. Each time the England team crashes out of a major tournament it gets regurgitated with extra years added. Rather predictably, when England lost to Iceland in Euro 2016, it became “Fifty years of hurt”. We’ve never won the European Championship and in 17 attempts to win the World Cup we have only won once. I’m going to tell you why that’s a record to cherish.

I was seven in 1966. Our telly was broken so I had to watch the World Cup final with a neighbour. I sat squeezed on my friend Colin’s settee as his dad cheered on England with phrases like “Sock it to them Bobby”, as old fashioned now as a football rattle. When England took the lead for the second time I remember thinking, what will it feel like, when we English are actually Champions of the World. Not long after I knew. It felt good.

Wembley Stadium, 30 July 1966, was our only ever World Cup win. But let’s imagine what it would be like if, as with our rivals, we’d won it many times? Brazil have been World Champions on five occasions, Germany four, and Italy four. Most England fans would be “over the moon” if they could boast a similarly glorious record. They’re wrong. I believe it’s wonderful that we’ve only triumphed once. We all share that one single powerful memory. Sometimes in life less is definitely more.

Something extraordinary has happened. Few of us are even old enough to remember, but somehow, we all know everything that happened that day. Even if you care little about the beautiful game, I’m going to bet that you can recall as many as five iconic moments from 50 years ago. You will have clearly in your mind the BBC commentator Kenneth Wolstenholme’s famous lines, as Geoff Hurst tore down the pitch to score his hat-trick: “Some people are on the pitch. They think it’s all over. It is now”. And it was. 4 - 2 to England against West Germany. Thirty minutes earlier the Germans had equalised in the dying moments of the second half to take the game to extra time.

More drama we all share: Geoff Hurst’s second goal. Or the goal that wasn’t, as technology has since, I think, conclusively proved. The shot that crashed off the cross bar and did or didn’t cross the line. Of course, even if you weren’t alive at the time, you will know that the linesman, one Tofiq Bakhramov, from Azerbaijan (often incorrectly referred to as “Russian”) could speak not a word of English, signalled it as a goal.

Then there’s the England Captain, the oh-so-young and handsome Bobby Moore. The very embodiment of the era. You can picture him now wiping his muddy hands on his white shorts before he shakes hands with a youthful Queen Elizabeth. Later you see him lifted aloft by his team mates holding the small golden Jules Rimet trophy.

How incredible, how simply marvellous that as a nation we share such golden memories. How sad for the Brazilians and Germans. Their more numerous triumphs are dissipated through the generations. In those countries each generation will remember each victory but not with the intensity with which we English still celebrate 1966. It’s as if sex was best the first time. The first cut is the deepest.

On Colin’s dad’s TV the pictures were black and white and so were the flags. Recently I looked at the full colour Pathe newsreel of the game. It’s the red, white and blue of the Union Jack that dominates. The red cross of Saint George didn’t really come into prominence until the Nineties. The left don’t like flags much, unless they’re “deepest red”. Certainly not the Union Flag. It smacks of imperialism perhaps. In 1966 we didn’t seem to know if we were English or British. Maybe there was, and still is, something admirable and casual about not knowing who we are or what is our proper flag. 

Twelve years later I’m in Cuba at the “World Festival of Youth” – the only occasion I’ve represented my country. It was my chance to march into a stadium under my nation’s flag. Sadly, it never happened as my fellow delegates argued for hours over what, if any, flag we British should walk behind. The delegation leaders – you will have heard of them now, but they were young and unknown then – Peter Mandelson, Trevor Phillips and Charles Clarke, had to find a way out of this impasse. In the end, each delegation walked into the stadium behind their flag, except the British. Poor Mandelson stood alone for hours holding Union Jack, sweltering in the tropical sun. No other country seemed to have a problem with their flag. I guess theirs speak of revolution; ours of colonialism.

On Saturday 30 July BBC Radio 2 will commemorate the 50th anniversary of the 1966 World Cup Final, live from Wembley Arena. Such a celebration is only possible because on 16 occasions we failed to win that trophy. Let’s banish this idea of “Fifty years of hurt” once and for all and embrace the joy of only winning once.

Phil Jones edits the Jeremy Vine Show on BBC Radio 2. On Saturday 30 July the station celebrates the 50th anniversary of the 1966 World Cup Final live from Wembley Arena, telling the story of football’s most famous match, minute by minuteTickets are available from: www.wc66.org