A strong coalition of global health leaders and advocates is calling on FIFA to end its partnership with Coca-Cola by 2030. The Kick Big Soda Out campaign first targeted FIFA during the 2025 Club World Cup in the United States. Activists accused Coca-Cola of promoting its products that harm health and the environment through stadium placements, broadcasts, and social media channels. FIFA took no action. With the World Cup now hosted on home soil, the calls for change have intensified.

The contrast stands out sharply. Host nations Canada and Mexico have introduced front-of-pack warning labels on items high in sugar, salt, and fat. Mexico along with Canadian provinces Newfoundland and Labrador also lead in applying health taxes on sugary drinks. These steps reflect sustained public health efforts to reduce consumption of the unhealthy beverages that Coca-Cola markets widely to fans, including many children.

FIFA commercial deals have long drawn criticism for clashing with national health goals. The prominent Coca-Cola role at the 2026 World Cup continues this pattern by spotlighting one of the largest producers of sugary drinks in countries working to cut sugar intake and protect citizen health, while undermining local regulations.

Big Soda has refined a distinctive tactic of leveraging major sports venues to sanitize a product tied to rising diet-related illnesses, noted Sandra Mullin, Senior Vice President for Policy Advocacy and Communication at Vital Strategies. Just as Big Tobacco sponsorship was removed from major events because it normalized harm, Big Soda warrants equivalent exclusion. The World Cup should not enhance Big Soda image. The priority must shift to people over profits.

High sugar intake drives growing rates of obesity, type 2 diabetes, and heart conditions. Aggressive Big Soda marketing reaches millions, including children, shaping their tastes and purchasing habits.

Since launching at the 2024 Paris Olympics, Kick Big Soda Out has gathered more than 523,000 backers and backing from 97 organizations. The campaign message remains direct: FIFA should treat the 2026 World Cup as a turning point rather than another lost opportunity.

Join the effort urging FIFA to drop the Coca-Cola partnership by 2030 at the campaign site and use #KickBigSodaOut to take part in the conversation.

Media contact:
Rachel Burns, [email protected]