Fifa World Cup Exposes Junk Food Ads to Over 65,000 Times During Matches

Researchers at the University of Bristol and Oxford analyzed advertisements displayed during matches at the 2026 Fifa World Cup. The study used an AI tool to track ads on pitchside boards and stadium screens, which showed over 65,722 junk food logos in total.

The most prominent brands were Coca-Cola (21,893), McDonald's (13,915), Powerade (12,777), and Lay's (12,087). These companies are all official partners of Fifa. The researchers estimated that an average of 576 junk food ads were visible during each match.

The study found that these advertisements were visible for 28.1 hours across the tournament, or about 16% of total match time. Junk food and drink promotions were far more prevalent than other forms of potentially harmful advertising.

Fifa argued that most revenue is put back into football, including projects promoting health and wellbeing. The organization also pointed to its social impact campaigns, which delivered messages on unity, inclusion, and health during the tournament.