Fans Encountered Over 65,000 Junk Food Ads During 2026 World Cup Matches

A new study reveals that football fans encountered a relentless stream of junk food and beverage advertisements throughout the 2026 FIFA World Cup matches.

Researchers from the University of Bristol and the University of Oxford developed an AI system to track advertisements visible to TV audiences during live play across the tournament’s 104 matches, which appeared primarily on pitch‑side boards and around stadiums in the United States, Canada, and Mexico.

The analysis showed that logos and products from brands classified by the UK government as high in fat, salt, or sugar appeared a total of 65,722 times.

Those advertisements were on screen for a cumulative 28.1 hours during the tournament, representing just over 16 % of the total match playing time.

The ads appeared on the international match feed during live play, so they were visible to viewers worldwide, and they exclude any advertisements aired during pre‑match build‑up, halftime breaks, or the disputed in‑match hydration intervals.

The researchers’ model estimated an average of 576 junk‑food and beverage advertisements visible per match.

Coca‑Cola topped the list with 21,893 appearances, followed by McDonald’s (13,915), Powerade (12,777), and Lay’s – marketed as Walkers in the UK – (12,087).

All four brands are official FIFA partners, and Powerade is owned by the Coca‑Cola Company.

In response, FIFA stated that the bulk of its revenue is reinvested into football, including health and wellbeing initiatives that involve thousands of participants.

A FIFA spokesperson commented: “FIFA collaborates with a broad, global portfolio of partners, all of whom adhere to its governance and compliance frameworks.”

“FIFA’s social impact campaigns, such as Be Active, conveyed messages of unity, inclusion, health, and friendship to audiences on an unprecedented scale throughout the World Cup.”

BBC Sport also reached out to Coca‑Cola, McDonald’s, and PepsiCo – the owner of Lay’s – but received no response.

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