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
The framing focuses on the negative public health impacts of corporate marketing, which is a common perspective in public health advocacy journalism.
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