Soft drink advertising at World Cup 'contributes to rising obesity'

Soft drink advertising at the World Cup has drawn sharp criticism from health experts, who argue that it contributes to rising obesity and related health issues. Researchers have warned that the widespread promotion of unhealthy products during major sporting events, including the World Cup and the Olympics, exacerbates public health challenges. A study presented at the International Congress on Obesity in Mexico by the World Obesity Federation highlights how global advertising campaigns, particularly those involving soft drinks, crisps, and fast food, may be fueling increases in Type 2 diabetes, obesity, and heart disease. The focus of the controversy centers on Coca-Cola, which has long been a key player in sports sponsorship. However, recent analyses suggest that the company’s digital marketing efforts have grown significantly, especially in the run-up to high-profile events like the 2026 World Cup. Dr Melina Magsumbol, an associate director of research at Vital Strategies, noted that Coca-Cola’s strategy involves leveraging social media to connect with young audiences. The company’s campaign for the 2025 Fifa Club World Cup, for instance, emphasized emotional engagement with fans, supported by a celebrity-driven anthem and extensive promotional activities. To assess the impact of Coca-Cola’s advertising, researchers examined over 795 social media posts across multiple platforms in Brazil, Mexico, and the United States. These posts, published between June 1 and July 31, 2025, were linked to the 2025 Club World Cup. Most of the content featured brand elements integrated into match footage and interviews rather than explicit product advertisements. Despite this, the posts generated 3.6 billion impressions, with 79 percent of these views coming from sports broadcasters and streaming services. Dr Magsumbol argued that large soda companies should avoid sponsoring major sporting events due to their negative health and environmental impacts. She recommended stricter marketing regulations targeting transnational and digital sports environments, aiming to restrict the sponsorship of unhealthy products. Similarly, Dr Nalin Singh Negi, another researcher from Vital Strategies, pointed out that brands associated with major sporting events create a misleading perception of health and legitimacy. This phenomenon, referred to as “sportswashing,” allows unhealthy products to appear more acceptable to consumers. Fifa’s top-tier sponsors, including Coca-Cola, are deeply integrated into World Cup activities through a global rights agreement. Other notable sponsors include PepsiCo-owned Lay’s, which uses imagery of football legends on its crisp packaging, and McDonald’s, which holds tier-two sponsorship status for the upcoming World Cup. Lay’s was a regional sponsor at the 2022 Qatar World Cup and continues to participate in the U.S.-based event. These partnerships reflect a broader trend of corporations aligning themselves with sports to maximize visibility and consumer engagement. The financial incentives behind such sponsorships are substantial, with a complex network designed to generate maximum advertising revenue. Health professionals advocating for a complete ban on soft drink and fast food advertising have urged athletes and influencers to resist product placements that promote unhealthy lifestyles. While Coca-Cola, PepsiCo, and McDonald’s were contacted for comments, no formal responses were made available. As the World Cup approaches, the debate over the role of corporate sponsorship in public health continues to intensify. With millions of viewers expected to watch the event, the influence of advertising on dietary habits and overall wellness remains a pressing concern for medical professionals and policymakers alike.