Coca-Cola 'sportswashing' during World Cup amplified by social media
Researchers are highlighting how Coca-Cola's sponsorship of the 2025 FIFA Club World Cup constitutes 'sportswashing' by associating unhealthy products with athletic excellence. The study notes that digital marketing campaigns on social media are increasingly difficult to regulate compared to traditional media.
Why it matters
This research raises ethical questions about the influence of corporate sponsorships on public health, particularly regarding the marketing of sugary drinks to youth.
edited by Sadie Harley , reviewed by Andrew Zinin
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Add as preferred source Credit: Unsplash/CC0 Public Domain New research being presented at the International Congress on Obesity ( ICO2026 ), hosted by the World Obesity Federation (WOF) in Mexico City, Mexico (July 15–17), reveals how Coca-Cola's sponsorship of the 2025 FIFA Club World Cup (featuring 32 of the world's top football clubs) was amplified across social media to promote unhealthy products to millions beyond the live matches, including children and young people.
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