Football fans saw many ads for junk food and drinks during the 2026 FIFA World Cup. This is according to a study by researchers from the universities of Bristol and Oxford.
As reported by BBC Sport, the researchers used an artificial intelligence tool. They looked at ads that viewers could see during live play across all 104 matches. The tournament took place in the United States, Canada, and Mexico.
The study found 65,722 appearances of logos and products from brands that the UK government classifies as high in fat, salt, or sugar. The ads were visible for a total of 28.1 hours during the matches, which is just over 16% of all playing time.
On average, 576 junk food and drink ads appeared during each match. Coca-Cola had the most appearances, with 21,893. McDonald’s followed with 13,915. Powerade had 12,777 appearances, while Lay’s was shown 12,087 times.
All four brands are official FIFA partners, and Powerade is owned by Coca-Cola. The researchers also looked at junk food ads compared to other harmful advertising types.
They found that junk food and drink logos showed up about seven times more than alcohol and prediction-market brands. They appeared ten times more than gambling brands and almost 25 times more 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 analysis did not include ads shown during pre-match programs, half-time breaks, or hydration breaks," the report stated.
These findings have raised new concerns about how much food advertising is allowed during major international sports events. Greg Fell, the president of the Association of Directors of Public Health, called the situation a loophole in current advertising rules.
He noted that governments are taking steps to limit junk food ads due to worries about obesity. In the UK, rules that started in October 2025 ban ads for certain unhealthy foods on TV before 9pm. But these rules do not cover international pitchside ads shown at sports events.
The researchers say that linking unhealthy food and drink brands with football, excitement, and national pride could make these brands more familiar. This could lead to more people consuming these products.
FIFA defended its methods, stating that its global partners must follow governance and compliance rules. The organization also pointed out its social-impact campaigns, like 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 asked for comments but did not reply.
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