As anticipation builds for the 2025 Club World Cup, an increasing number of doctors and public health experts are calling on FIFA to reconsider its sponsorship agreements. At the heart of their concern is Coca-Cola, a longstanding partner of FIFA, whose products are said to contribute significantly to a global epidemic of diet-related illnesses. Critics argue that FIFA can no longer ignore the health consequences associated with its corporate partnerships, urging a reevaluation of sponsorships that promote sugary drinks.
Coca-Cola has been a sponsor of FIFA since 1978, leveraging football’s global popularity to promote its sugary beverages to billions. However, recent calls from medical professionals, including Dr. Chris van Tulleken of University College London and Professor Carlos Monteiro of the University of São Paulo, have intensified. These experts are urging FIFA to sever its ties with Coca-Cola, citing strong evidence linking sugary drink consumption to rising rates of obesity, diabetes, heart disease, and tooth decay in over 180 countries.
Health Concerns and Corporate Responsibility
In a compelling editorial published in the peer-reviewed medical journal The BMJ, Dr. van Tulleken and Professor Monteiro highlight the detrimental health impacts of sugary drinks, which are ultra-processed and offer no nutritional benefits. Despite this, they are often marketed as part of a healthy, active lifestyle. The doctors argue that Coca-Cola’s sponsorship of football normalizes sugar consumption, undermining the health messages that sports should promote.
“Coca-Cola isn’t just sponsoring football; it’s normalising sugar consumption in a way that undermines the health message sport should stand for,” the doctors wrote. “Perhaps most concerning is their appeal to children, who are particularly susceptible to the allure of sugary drinks and their pervasive marketing.”
This practice, often referred to as “sportswashing,” involves using ties to elite sports to distract from the harmful effects of products. By accepting such sponsorships, FIFA risks reinforcing the idea that sugary drinks are compatible with fitness, even as diet-related illnesses continue to surge worldwide.
Impact on Vulnerable Communities
The repercussions of such marketing are particularly severe in lower-income communities, where access to fresh food is limited and healthcare resources are scarce. Experts argue that these sponsorships not only drive sales but also establish long-term habits that exacerbate health disparities. Moreover, Coca-Cola is the world’s leading producer of branded plastic waste, despite sustainability efforts by some third-party bottlers, adding another layer of concern for environmental and public health advocates.
Public Health Campaigns and FIFA’s Role
Public health campaigns like “Kick Big Soda Out of Sport” are gaining momentum, urging organizations to drop Coca-Cola as a sponsor. During the 2024 Paris Olympics, the campaign garnered over 250,000 petition signatures and support from 93 health groups. Dr. van Tulleken and Professor Monteiro emphasize that, given its global influence, FIFA has a responsibility to set a precedent by prioritizing health over corporate profit.
“We can’t ignore the irrefutable link between sugary drink consumption and poor health,” the study says. “By ending its sponsorship deal with Coca-Cola, FIFA could send a powerful message — that health supersedes corporate sponsorship. Big Soda has exploited the world’s most popular sport for commercial gain, and in this moment, FIFA has an opportunity to lead by example.”
The Path Forward
As the world tunes in for the 2025 Club World Cup, the message FIFA sends is more critical than ever. Health experts advocate for a shift in priorities, where promoting wellness takes precedence over corporate profit. The decision FIFA makes regarding its sponsorships could set a significant precedent for other sports organizations worldwide, potentially reshaping the landscape of sports sponsorships and their impact on public health.
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