FIFA Urged To Kick Coca-Cola Out Of World Cup Global health advocates are intensifying pressure on FIFA to terminate its sponsorship deal with Coca-Cola by 2030, arguing that the partnership undermines public health efforts and perpetuates the promotion of ultra-processed foods. The “Kick Big Soda Out” movement, which has gained significant traction, is demanding that the international football federation end its collaboration with the beverage giant and adopt a policy banning sponsorships from companies producing unhealthy products. This push comes ahead of the 2026 World Cup, which will be co-hosted by the United States, Canada, and Mexico, all of which have implemented measures to curb the consumption of sugary drinks. Coca-Cola has been a major sponsor of the FIFA World Cup since 1978, contributing approximately 2% of the federation’s revenue through its sponsorship agreement. The current contract, which is set for review in 2030, has faced growing scrutiny over its alignment with public health goals. The “Kick Big Soda Out” campaign has sent a formal letter to FIFA President Giovanni Infantino, urging the organization to publicly commit to ending the partnership and establishing a policy that excludes ultra-processed food and beverage companies from future sponsorships. The movement argues that Coca-Cola’s presence at the World Cup, which is expected to attract up to six billion fans—including many children—normalizes the marketing of products linked to obesity, Type 2 diabetes, and other diet-related diseases. The letter highlights the potential harm of Coca-Cola’s branding during the tournament, noting that football’s global appeal could be leveraged to promote unhealthy products. “This is sportswashing: using the power of football to normalize unhealthy products,” the campaign states.#fifa #world_cup #coca_cola #kick_big_soda_out #giovanni_infantino
