Football fans were exposed to tens of thousands of advertisements for high-fat, high-salt and high-sugar foods and drinks during the 2026 FIFA World Cup, according to a study by researchers from the universities of Bristol and Oxford.
Using an artificial intelligence tool, the researchers analysed advertisements visible to television viewers during live play across all 104 matches of the tournament hosted by the United States, Canada and Mexico.
The study recorded 65,722 appearances of logos and products from brands classified under UK government criteria as high in fat, salt or sugar. These advertisements were visible for a combined 28.1 hours, accounting for just over 16 percent of total playing time. Researchers estimated an average of 576 such advertisements appeared during each match.
Coca-Cola recorded the highest number of appearances with 21,893, followed by McDonald’s with 13,915, Powerade with 12,777 and Lay’s with 12,087. All four brands are official FIFA partners, with Powerade owned by Coca-Cola.
Junk food and drink logos appeared about seven times more often than alcohol and prediction-market brands, 10 times more often than gambling brands and almost 25 times more often than cryptocurrency brands.
“The advertisements were shown on the international broadcast feed during live play, meaning they were visible to viewers watching matches in countries around the world,” the report stated. The analysis excluded advertisements during pre-match programmes, half-time breaks or hydration breaks.
Greg Fell, president of the Association of Directors of Public Health, described the situation as a loophole in existing advertising restrictions. He noted that governments were increasingly acting to limit junk food advertising because of obesity concerns. UK rules introduced in October 2025 ban certain less-healthy food advertisements on television before 9pm, but do not cover international pitchside advertising at sporting events.
Researchers argued that repeatedly linking unhealthy brands with football, excitement and national identity could increase familiarity and normalise their consumption.
FIFA defended its approach, saying its global partners are subject to governance and compliance frameworks. The organisation also pointed to its social-impact campaigns, including Be Active, which it said promoted health, inclusion, friendship and unity during the tournament.
Coca-Cola, McDonald’s and PepsiCo, which owns Lay’s, were contacted for comment but did not respond.
