A new study indicates that television audiences were subjected to a continuous stream of junk food and beverage promotions throughout the 2026 FIFA World Cup. Researchers from the Universities of Bristol and Oxford utilized artificial intelligence to analyze commercial displays during all 104 matches held across the United States, Canada, and Mexico.
The analysis focused on ads visible on pitchside hoardings and around stadiums during live international broadcast feeds. The team identified 65,722 instances of logos and products for brands defined by the UK government as high in fat, salt, or sugar. These advertisements were present for a cumulative 28.1 hours, representing approximately 16% of total match time.
On average, each game featured 576 visible ads for unhealthy products. Coca-Cola led the count with 21,893 appearances, followed by McDonald’s (13,915), Powerade (12,777), and Lay’s, also known as Walkers in the UK (12,087). All four entities are official FIFA partners, with Powerade being owned by The Coca-Cola Company.
FIFA responded by emphasizing that the majority of its revenue is reinvested into football, including health and wellbeing initiatives. A spokesperson stated that the organization works with a broad portfolio of partners under strict governance frameworks and highlighted social impact campaigns like ‘Be Active,’ which promoted unity and health messages globally.
When contacted by BBC Sport, representatives for Coca-Cola, McDonald’s, and PepsiCo, the owner of Lay’s, did not provide immediate comment.
The report also compared the prevalence of junk food advertising against other potentially harmful sectors. Unhealthy food and drink logos appeared roughly seven times more frequently than those for alcohol and betting brands, ten times more often than gambling firms, and nearly twenty-five times more often than cryptocurrency advertisements.
Researchers argued that repeatedly associating unhealthy brands with the excitement of football and national identity serves to normalize their consumption. This issue has gained attention following the implementation of UK legislation in October 2025, which banned advertisements for foods such as burgers, crisps, and sugary drinks on television before 9 pm.
However, because match-day advertising appears on stadium hoardings during international events, it currently falls outside the scope of these domestic regulations. Greg Fell, president of the Association of Directors of Public Health, described this as a significant loophole, noting that obesity is a global crisis requiring worldwide collaboration.
21k Coca-Cola ads? That’s insane. Makes me wonder if the ban only works because it doesn’t cover international broadcasts like this.
That loophole for stadium ads is outrageous. FIFA can’t hide behind ‘health initiatives’ when they’re literally selling poison to kids during live games.