Football fans were exposed to more than 65,000 appearances of junk food and drink advertisements during the 2026 FIFA World Cup, according to a study conducted by researchers from the universities of Bristol and Oxford.
Using an artificial intelligence tool, the researchers analysed advertising visible to television viewers during live play across all 104 matches of the tournament, which was staged across the United States, Canada and Mexico.
The study recorded 65,722 appearances of logos and products belonging to brands classified under UK government criteria as high in fat, salt or sugar.
Those advertisements were visible for a combined 28.1 hours during the matches, representing slightly more than 16 per cent of total playing time.
The researchers estimated that viewers saw an average of 576 junk food and drink advertisements during each match.
Coca-Cola accounted for the largest number of appearances, with 21,893, followed by McDonald’s with 13,915. Powerade recorded 12,777 appearances, while Lay’s featured 12,087 times.
All four brands are FIFA partners, with Powerade owned by Coca-Cola.
The study also compared the frequency of junk food advertising with other forms of potentially harmful advertising. It found that junk food and drink logos appeared approximately seven times more often than alcohol and prediction-market brands, 10 times more often than gambling brands and almost 25 times more frequently than cryptocurrency brands.
The researchers noted that the advertisements were carried on the international broadcast feed during live action, meaning they could be seen by viewers watching the matches in countries around the world.
However, the analysis did not cover advertisements shown during pre-match programmes, half-time intervals or hydration breaks.
The findings have renewed debate about the prominence of food advertising during major international sporting events and the potential influence of repeated exposure to less-healthy brands.
Greg Fell, president of the Association of Directors of Public Health, described the situation as a gap in existing advertising restrictions, particularly as governments continue introducing measures aimed at reducing exposure to junk food advertising because of concerns surrounding obesity.
In the United Kingdom, restrictions introduced in October 2025 prohibit television advertising for certain less-healthy foods before 9pm. However, those rules do not extend to international pitchside advertising displayed during sporting events.
The researchers argued that repeatedly linking less-healthy food and drink brands with football, excitement and national identity could increase familiarity with those products and contribute to their normalisation.
FIFA defended its approach, stating that its global commercial partners are subject to governance and compliance frameworks.
The governing body also pointed to social-impact initiatives run during the tournament, including its Be Active campaign, which it said promoted health, inclusion, friendship and unity.
Coca-Cola, McDonald’s and PepsiCo, the owner of Lay’s, were contacted for comment but did not respond.
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