A powerful group of international public health specialists and campaigners is pressing FIFA to commit to ending its sponsorship deal with Coca-Cola by 2030. The Kick Big Soda Out initiative first raised this call during the 2025 Club World Cup in the United States. Activists there accused Coca-Cola of leveraging sports events to polish its brand image while masking the harm its products cause to health and the planet through stadium placements, TV coverage, and online promotions. FIFA took no steps in response. With the full World Cup now set for the same region, calls for action have grown much stronger.

The conflict stands out clearly. Host nations Canada and Mexico have rolled out front-of-pack warning labels on items high in sugar, salt, and fats, with Canadian provinces Newfoundland and Labrador following suit. These steps reflect years of steady public health efforts to curb intake of unhealthy products that Coca-Cola markets heavily to millions of fans, including children.

FIFA commercial deals have drawn fire for clashing with local health policies. Coca-Cola's prominent role at the 2026 World Cup fits the same pattern: nations working to cut sugar consumption for better public health end up promoting one of the world's top sugary drink makers and sidelining their own protective rules.

"Big Soda has perfected a clever scheme by using major sports events to clean up the reputation of a product tied to diet-related diseases," said Sandra Mullin, senior vice president for policy and communications at Vital Strategies. "Tobacco firms were once barred from backing top sports because it gave legitimacy to harmful goods. Big Soda merits the same treatment. The World Cup should not boost Big Soda's image. It is time to put people ahead of profits."

High sugar intake drives higher rates of obesity, type 2 diabetes, and heart disease. Big Soda's intense marketing reaches millions, shaping choices and habits, especially among young people.

Launched at the 2024 Paris Olympics, the Kick Big Soda Out campaign now has backing from over 523,000 individuals and 97 groups. Its message is direct: FIFA should treat the 2026 World Cup as a chance for real change rather than another missed opportunity.

Supporters can join the push for FIFA to end its Coca-Cola link by 2030 via the campaign website. Discussions are encouraged with the hashtag #KickBigSodaOut.

Media contacts: Rachel Burns, [email protected]