Football fans watching the 2026 FIFA World Cup were exposed to more than 65,000 appearances of junk food and drink brands during live match play, according to a new study.
Researchers from the universities of Bristol and Oxford used an artificial intelligence tool to analyse advertisements visible to television audiences across all 104 matches of the tournament.
The study recorded 65,722 appearances of logos and products classified as high in fat, salt or sugar under UK government criteria.
The advertisements were visible for a combined 28.1 hours during live matches, accounting for just over 16 per cent of the total playing time analysed.
Researchers estimated that viewers were exposed to an average of 576 junk food and drink advertisements during each match.
Coca-Cola recorded the highest number of appearances among the brands identified, with 21,893 visible instances during the tournament.
McDonald’s followed with 13,915 appearances, while Powerade recorded 12,777 and Lay’s appeared 12,087 times.
All four brands are official FIFA partners, with Powerade also belonging to Coca-Cola.
The advertisements were primarily displayed through pitchside boards and stadium branding, meaning they could appear on the international television broadcast reaching audiences watching the matches around the world.
The researchers said their analysis focused only on advertisements visible during live play and did not include advertising shown during pre-match programmes, half-time breaks or hydration breaks.
The findings have renewed attention on the relationship between major sporting events and the promotion of foods and drinks considered unhealthy when consumed excessively.
The study also compared junk food advertising with other forms of potentially harmful commercial advertising shown during the tournament.
According to the findings, junk food and drink logos appeared about seven times more frequently than alcohol and prediction-market brands.
They also appeared around 10 times more frequently than gambling brands and almost 25 times more frequently than cryptocurrency brands.
Public health officials have raised concerns that repeated exposure to such advertising can make unhealthy products increasingly familiar, particularly when the brands are closely associated with football and other popular sporting events.
Greg Fell, president of the Association of Directors of Public Health, described the international pitchside advertising system as a loophole in existing restrictions on unhealthy food advertising.
The concern is particularly relevant in countries that have introduced restrictions intended to reduce children's exposure to advertising for foods high in fat, salt and sugar.
In the United Kingdom, television restrictions introduced in October 2025 prohibit advertising for certain less-healthy foods before 9pm.
However, those restrictions do not cover international pitchside advertising displayed during sporting events, creating a different route through which audiences can encounter the brands.
The researchers argued that repeatedly linking unhealthy food and drinks with football, excitement and national identity could increase brand familiarity and contribute to the normalisation of consumption.
FIFA, however, defended its approach and said its global partners operate under governance and compliance frameworks.
The football governing body also pointed to its social-impact initiatives, including the Be Active campaign, which it said promoted health, inclusion, friendship and unity during the tournament.
Coca-Cola, McDonald’s and PepsiCo, which owns Lay’s, were contacted for comment but had not responded according to the report.
The findings are significant because the 2026 World Cup was the largest edition of the tournament, featuring 104 matches across the United States, Canada and Mexico.
The scale of the tournament provided sponsors with an enormous international audience and created extensive opportunities for brands to maintain visibility throughout the competition.
For public health advocates, the study raises questions about whether existing advertising regulations adequately account for the global nature of modern sports broadcasts.
The debate is likely to continue as governments consider measures aimed at reducing exposure to unhealthy food marketing while sports organisations depend heavily on commercial partnerships.
The study ultimately highlights how the advertising surrounding major football tournaments can extend far beyond traditional commercial breaks, placing branded products directly within the visual experience of live matches.