The short version
- An academic study identified over 65,000 instances of junk food advertising visible to viewers during live matches at the 2026 Fifa World Cup.
- The findings highlight a regulatory gap where international sporting events bypass national restrictions on unhealthy food marketing, particularly affecting UK audiences.
- Public health experts argue that normalizing these brands through major sports events undermines global efforts to combat childhood obesity and diet-related diseases.
A new analysis of the 2026 Fifa World Cup reveals that television viewers were exposed to a pervasive volume of advertisements for unhealthy food and beverages throughout the tournament. Researchers from the University of Bristol and the University of Oxford utilized artificial intelligence tools to examine advertising visibility during live play across all 104 matches. Their investigation focused specifically on pitchside boards and stadium signage visible in the international broadcast feed, excluding commercial breaks or pre-match coverage.
The study determined that logos and products classified as junk food by UK government standards—items high in fat, salt, or sugar—appeared 65,722 times in total. These advertisements were on screen for approximately 28.1 hours, representing more than 16 percent of the total time matches were being played. On average, each individual match featured roughly 576 visible promotions for these products, creating what researchers described as a constant bombardment for fans watching from around the world.
Major corporate partners dominated the visual landscape of the tournament. Coca-Cola recorded the highest number of appearances with nearly 22,000 instances, followed by McDonald's with approximately 14,000. Powerade, an energy drink owned by Coca-Cola, appeared over 12,700 times, while Lay's chips were displayed more than 12,000 times. All four brands hold official partnership status with Fifa, the global governing body for football, which allows their prominent placement during live broadcasts.
The prevalence of these advertisements significantly outpaced other categories of potentially harmful marketing. Junk food and drink logos appeared roughly seven times more frequently than alcohol or prediction market brands. They were displayed ten times more often than gambling firms and nearly 25 times more often than cryptocurrency promotions. This disparity underscores the central role that unhealthy food sponsors play in the financial ecosystem of major international sporting events.
These findings have sparked debate regarding regulatory loopholes, particularly in the United Kingdom. Since October 2025, UK law has banned television advertising for junk food before 9 p.m. However, because the World Cup broadcasts feature ads on physical stadium hoardings rather than inserted commercials, they fall outside this legislation. Consequently, viewers were exposed to promotions for burgers, fries, and sugary drinks during hours when such marketing would otherwise be prohibited domestically.
Public health officials have criticized this exemption as a significant barrier to combating obesity. Greg Fell, president of the Association of Directors of Public Health, described the situation as a clear loophole that undermines national health initiatives. He noted that governments worldwide are increasingly legislating against junk food advertising, yet international events remain exempt. Fell compared the current trajectory of obesity to the historical public health crisis caused by tobacco, emphasizing that advertising is a key mechanism driving harm.
The researchers argue that repeatedly associating unhealthy brands with football excitement and national identity normalizes their consumption. Dr. Elisa Becker, a co-author of the report, stated that sport should contribute to solutions for poor health rather than serving as a powerful platform for products that drive diet-related disease. She highlighted the global nature of the childhood obesity crisis, noting that 15 percent of UK children were obese and 26 percent overweight according to 2024 NHS data.
In response to the study, Fifa defended its sponsorship model, stating that the vast majority of revenue is reinvested into football projects, including health and wellbeing initiatives. A spokesperson emphasized that all partners are subject to governance frameworks and highlighted social impact campaigns aimed at promoting unity and inclusion. However, attempts to obtain comments from Coca-Cola, McDonald's, and PepsiCo were unsuccessful. The report calls for a more coordinated global approach to limit the reach of unhealthy food marketing in major sporting events.
The study suggests that without international collaboration, national efforts to restrict junk food advertising may be undermined by exposure through global broadcasts. As obesity rates continue to rise, the intersection of sports entertainment and corporate sponsorship remains a contentious issue for public health advocates. The findings add weight to calls for stricter regulations on how unhealthy products are marketed during live sporting events, regardless of jurisdictional boundaries.
Sources behind this briefing
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- BBC News↗'Constant bombardment' - Fans shown 65,000 junk food ads at World Cup
