New YorkJune 4, 2026 /PRNewswire/ — A powerful coalition of global health experts and advocates is demanding that FIFA commit to ending its partnership with Coca-Cola by 2030. The “Kick Big Soda Out” campaign has targeted FIFA for the first time, coinciding with the 2025 FIFA Club World Cup in the United States—where activists accused Coca-Cola of using “sportswashing” in stadiums, broadcasts, and social media to mask its harm to health and the environment. FIFA took no action at the time. Now, with the World Cup finals set to kick off on home soil, pressure is mounting.
The tension is palpable. Co-hosts Canada and Mexico have implemented front-of-package warning labels on products high in sugar, salt, and fat—Mexico pioneered health taxes on sugary drinks, while Newfoundland and Labrador in Canada has adopted similar measures. These steps reflect years of deliberate public health advocacy aimed at curbing Coca-Cola’s efforts to market unhealthy products to millions of fans, especially children.
FIFA’s commercial partnerships have long been scrutinized for directly clashing with local health policies. Coca-Cola’s high-profile presence at the 2026 World Cup follows the same pattern: requiring countries committed to reducing sugar consumption and improving public health to not only spotlight one of the world’s largest sugary drink companies but also defy national regulations designed to protect public health.
“Big Soda has perfected a unique con: using the top stages of sports to ‘sportswash’ a product linked to rising rates of diet-related diseases,” said Sandra Mullin, Senior Vice President of Policy Advocacy and Communications at Vital Strategies. “Big Tobacco was banned from major sporting events because sponsorship normalizes harm—Big Soda should be treated the same way. The World Cup should not be a tool to whitewash Big Soda’s image. It’s time to put people above profits.”
Excessive sugar consumption is driving rising rates of obesity, type 2 diabetes, and heart disease, while Big Soda’s aggressive marketing influences millions, including children, shaping their preferences and purchasing behavior.
Since its launch at the 2024 Paris Olympics, the “Kick Big Soda Out” campaign has garnered over 523,000 supporters and the backing of 97 organizations. The campaign’s demand is clear: FIFA must make the 2026 World Cup a turning point, not another missed opportunity.
Join the movement at www.kickbigsodaout.org to demand FIFA end its partnership with Coca-Cola by 2030, and join the conversation using #KickBigSodaOut.