World Cup 2026: Junk Food Ads Dominate Matches

During the 2026 FIFA World Cup, television viewers were subjected to a relentless stream of junk food and beverage advertisements. Researchers utilized an AI tool to monitor commercials displayed during live match play, primarily from pitchside boards and stadium surroundings in the USA, Canada, and Mexico. The study identified a total of 65,722 advertisements promoting products high in fat, salt, or sugar.

These advertisements were visible for a substantial duration, accounting for over 28 hours of total match time. This exposure represented more than 16% of the active playing time across the tournament's 104 matches. The international feed ensured these ads reached a global audience, excluding those shown during breaks or pre-match segments.

An average of 576 junk food and drink ads were estimated to be shown per match. Coca-Cola led the brands with 21,893 appearances, followed by McDonald's (13,915), Powerade (12,777), and Lay's (12,087). These companies are all FIFA partners, with Coca-Cola owning Powerade.

In response, FIFA emphasized that most of its revenue is reinvested into football development and health promotion projects. A spokesperson stated that FIFA collaborates with partners under strict governance frameworks and highlighted its "Be Active" campaign promoting health and friendship on a large scale.