'Constant bombardment' - fans shown 65,000 junk food ads at World Cup
A study by researchers at the Universities of Bristol and Oxford found that football fans were exposed to over 65,000 junk food advertisements during the 2026 FIFA World Cup. The study used AI to track pitchside branding, highlighting the prevalence of high-fat, salt, and sugar product marketing in global sports.
Why it matters
The findings raise ethical questions about the influence of corporate sponsorship on public health, particularly regarding the exposure of children to unhealthy food marketing.
Image source, Getty Images Image caption, This summer's World Cup featured ads promoting an official beverage partner (Coca-Cola), official snack food partner (Lay's), and an official quick-service restaurant sponsor (McDonald's)
Football fans were shown a "constant bombardment" of advertisements promoting junk food and drinks during matches at the 2026 Fifa World Cup, according to a new study.
Researchers at the University of Bristol and University of Oxford created an AI tool to analyse ads which were visible to television viewers during live play in the tournament's 104 matches, mostly displayed on pitchside advertising boards and around stadiums in the USA, Canada, and Mexico.
They found that logos and products for brands that produce junk food and drinks - defined by the UK government as being high in fat, salt or sugar - were displayed 65,722 times in total.
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