A strong alliance of worldwide health specialists and campaigners is pressing FIFA to terminate its Coca-Cola sponsorship by 2030. The Kick Big Soda Out initiative first focused on FIFA at the 2025 Club World Cup in the United States, where activists accused Coca-Cola of using sports events to obscure its effects on health and the environment via stadiums, broadcasts and digital channels. FIFA took no steps. With the complete World Cup now approaching on the same soil, demands have increased.

The contrast stands out sharply. Co-host countries Canada and Mexico have introduced front-of-package warning labels for items high in sugar, salt and fat, while Mexico has pioneered taxes on sweetened drinks, joined by Canadian provinces such as Newfoundland and Labrador. These steps stem from sustained public health work aimed at reducing intake of the products Coca-Cola promotes to vast audiences, notably young people.

FIFA commercial deals have faced repeated questions because they clash with national health rules. Coca-Cola's major role at the 2026 World Cup repeats the pattern by urging nations that seek to lower sugar use and protect citizen health to highlight one of the largest sweetened beverage firms and bypass their own protective regulations.

"Big Soda has refined a unique tactic of leveraging top sports events to sportswash a product tied to growing diet-related illness," said Sandra Mullin, Senior Vice President, Policy Advocacy and Communication, Vital Strategies. "Big Tobacco faced bans from major sports because sponsorships endorsed harm. Big Soda merits equal measures. The World Cup must not polish Big Soda's reputation. People must come before profits."

High sugar intake fuels increases in obesity, Type 2 diabetes and heart disease, while Big Soda marketing reaches millions, including children, and shapes their choices and buying habits.

Kick Big Soda Out has gathered more than 523,000 backers and support from 97 groups since starting at the 2024 Paris Olympics. The campaign goal remains straightforward: FIFA should treat the 2026 World Cup as a moment for change rather than another lost chance.

Support the effort asking FIFA to end its Coca-Cola partnership by 2030 and share the message with #KickBigSodaOut.

Media Contact:
Rachel Burns, [email protected]