The Unhealthy Alliance: How the World Cup Became a Junk Food Megaphone

The images of footballers in action, the roar of the crowd, and the excitement of international competition all blend together to create an electrifying atmosphere at the World Cup. But beneath this surface lies a less palatable truth: the tournament has become a massive platform for promoting junk food and drinks to billions of viewers worldwide.

Researchers from the University of Bristol and University of Oxford recently conducted a study, revealing that logos and products for high-calorie, high-sugar, or high-sodium brands were displayed 65,722 times during matches at the 2026 World Cup. This bombardment of advertisements is not limited to pre-match coverage or commercial breaks; it’s an integral part of the live viewing experience, plastered on pitchside boards and stadium walls for all to see.

The four biggest culprits behind this junk food tsunami are Coca-Cola (21,893 displays), McDonald’s (13,915), Powerade (12,777), and Lay’s crisps (12,087). These brands are all official partners of FIFA, the world football governing body. Furthermore, they own or sponsor some of the most recognizable logos in sports, blurring the lines between healthy competition and unhealthy consumerism.

The problem extends beyond the sheer quantity of ads; it’s also the context in which they’re shown. The World Cup is an event where millions gather to watch their favorite teams compete with family members or friends. By repeatedly linking unhealthy food brands with football excitement, national identity, and youthfulness, advertisers create a toxic cocktail that normalizes junk food consumption.

The UK’s recent ban on pre-9pm TV ads for high-calorie foods is a small step forward, but it highlights a glaring loophole: international events like the World Cup fall outside this legislation. The fact that viewers can see ads for burgers and crisps during hours when they’re supposedly banned is scandalous.

Obesity has become one of the world’s most pressing public health crises, with childhood obesity rates in the UK reaching 26%. It’s no coincidence that these same companies target children through their advertising campaigns. As Greg Fell, president of the Association of Directors of Public Health, notes: “Advertising is a key mechanism by which harm from obesity happens.”

The World Cup’s unhealthy alliance with junk food brands raises questions about the role of sports in promoting healthy lifestyles and combating diet-related diseases. Dr Elisa Becker, co-author of the report, says: “Sport should be part of the solution to poor health – not one of the world’s most powerful advertising platforms for the products driving it.”

The next time you watch a World Cup match, take a closer look at what’s plastered on those pitchside boards. The logos and ads may seem innocuous at first glance, but they’re part of a larger narrative that prioritizes profits over people’s health. It’s high time for FIFA, its partners, and advertisers to rethink their alliance with junk food brands and join forces to promote healthier habits worldwide.

The global sporting community has an opportunity to lead by example, harnessing the power of sports to inspire positive change rather than perpetuating unhealthy marketing practices. Will we seize this chance, or will the World Cup continue to be a megaphone for the world’s biggest junk food brands? The answer lies in how we choose to engage with – and redefine – the relationship between sport, health, and advertising.