Fifa World Cup Adverts Expose Fans to Over 65,000 Junk Food Ads
A new study has found that football fans were subjected to a 'constant bombardment' of advertisements promoting junk food and drinks during matches at the 2026 Fifa World Cup.
Researchers at the University of Bristol and University of Oxford created an AI tool to analyze ads visible to television viewers during live play in the tournament's 104 matches, mostly displayed on pitchside advertising boards and around stadiums in the USA, Canada, and Mexico.
The study found that logos and products for brands that produce junk food and drinks were displayed 65,722 times in total. These ads were visible for 28.1 hours' time across the tournament, or just over 16% of the total time matches were being played.
Coca-Cola had the highest number (21,893), followed by McDonald's (13,915), Powerade (12,777), and Lay's (12,087). All four brands are official partners of world football governing body Fifa, with Powerade owned by Coca-Cola.