A strong alliance of international health specialists and advocates is pressing FIFA to end its partnership with Coca-Cola by 2030. The Kick Big Soda Out movement first raised concerns during the 2025 Club World Cup in the United States, where campaigners accused Coca-Cola of sportswashing its health and environmental harms through stadiums, broadcasts, and social media. FIFA took no steps in response. Now, as the full World Cup approaches on the same home soil, the calls for change have grown louder.

The contrast stands out sharply. Co-host nations Canada and Mexico have introduced front-of-package warning labels on items high in sugar, salt, and fat, while Mexico has pioneered health taxes on sweetened drinks, joined by Canadian provinces such as Newfoundland and Labrador. These steps follow sustained public health efforts to reduce intake of unhealthy products that Coca-Cola promotes to millions of fans, particularly young people.

FIFA commercial deals have faced ongoing criticism for clashing with local health rules. Coca-Cola's major role at the 2026 World Cup follows a familiar pattern by asking nations focused on lowering sugar use and protecting citizen health to highlight one of the largest sweetened beverage firms and overlook national safeguards.

"Big Soda has refined a unique tactic of using major sports events to sportswash a product tied to rising diet-related illness," said Sandra Mullin, Senior Vice President of Policy Advocacy and Communication at Vital Strategies. "Big Tobacco faced bans from big sporting events because sponsorship normalized harm. Big Soda merits equal measures. The World Cup must not polish Big Soda's reputation. The priority should be people over profits."

High sugar intake fuels increases in obesity, Type 2 diabetes, and heart disease, with Big Soda marketing reaching wide audiences, including children, and shaping their choices and buying habits.

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

Join the effort asking FIFA to conclude its Coca-Cola partnership by 2030 through the campaign website and use #KickBigSodaOut to take part in the discussion.

Media Contact:
Rachel Burns, [email protected]

SOURCE Vital Strategies