The Sweet Trap: Coca-Cola’s Dominance
During the **2022 FIFA World Cup** in Qatar, one name overshadowed the players on the pitch: **Coca-Cola**. The soft drink giant’s presence was undeniable, from **billboards towering over stadiums** to players sipping the sugary beverage at press conferences. This wasn’t just clever marketing; it was part of a larger corporate strategy that intertwines unhealthy products with the ethos of sports.
Dangerous Partnerships
As we approach the **2025 FIFA Club World Cup**, we—physicians and public health advocates—must hold **Coca-Cola** and similar companies accountable. They profit from the sport while contributing to a **global health crisis**. Their insidious marketing practices effectively prioritize profit over public and planetary wellness.
Historical Context
Since **1978**, Coca-Cola has been an official sponsor of FIFA, leveraging this partnership to promote sugary drinks to billions. **Research continues to link sugary drink consumption** to serious health disarrays like type 2 diabetes, obesity, and dental issues. By pushing these products, the company is not just selling drinks; it’s furthering a **worldwide diabetes epidemic**.
Sponsorship: A Double-Edged Sword
Coca-Cola’s sponsorship ensures they have **unprecedented access** to fans across more than **200 countries**. Yet, despite overwhelming evidence illustrating the dangers of sugary beverages, Coca-Cola and other soda companies persist in their aggressive marketing approach. This unrestrained access not only risks public health but fosters a culture that normalizes excessive sugar consumption—completely at odds with the principles of health and fitness that sports represent.
Targeting the Young
One of the gravest issues is the allure **sugary drinks have on children**. With their flashy designs and celebrity endorsements, these drinks have become a fixture in youth culture, promoting unhealthy habits. Studies confirm that children exposed to sports sponsorships are more likely to associate positive feelings with unhealthy brands and become lifelong consumers of these products.
Downplaying the Dangers
Despite overwhelming evidence concerning the negative health impacts of sugary drinks, manufacturers have employed tactics to **deflect criticism**. For decades, they have funded studies and sponsored organizations that superficially prioritize public health while subtly downplaying the dangers of their products. FIFA, by continuing these partnerships, effectively allows Coca-Cola to **”sportswash”** its negative health reputation—linking its products with athletic success and integrity.
The Global Impact
Coca-Cola’s sponsorship during the **2022 World Cup** engaged more than **five billion people**, embedding their sugary drinks deep within the public’s consciousness. This tactic isn’t exclusive to Coca-Cola; competitors like **PepsiCo**, with endorsements from high-profile athletes, are equally guilty.
The Call for Change
The **Kick Big Soda Out of Sport** campaign is gaining momentum, urging organizations like the **International Olympic Committee** to terminate their long-standing ties with Coca-Cola. Despite previous setbacks, advocates have ignited a powerful movement aimed at ending these unhealthy sponsorships, turning their efforts toward FIFA as the 2026 World Cup approaches.
Ignoring the clear connection between sugary drink consumption and poor health is no longer an option. Public awareness is shifting dramatically, and campaigns like **Kick Big Soda Out of Sport** highlight the urgent need for change. By cutting ties with Coca-Cola, FIFA could deliver a **resounding message**: health must take precedence over corporate sponsorships. It’s time for the sport to reclaim its integrity and prioritize the well-being of its athletes and fans.
Footnotes
Competing interests: CVT is a BBC broadcaster and New York Times bestselling author of Ultra-Processed People (Cornerstone Press, 2023).
Provenance: Not commissioned; not externally peer reviewed.
