Overview

• Mexican and Colombian NGOs including El Poder del Consumidor and Red PaPaz have formally urged FIFA to refuse sponsorship from Coca-Cola and other sugary drink companies for the 2026 tournament.
• The call is part of the Kick Big Soda Out Of Sport campaign, which is backed by organizations in more than 20 countries and gained momentum after Paris 2024.
• Advocates say Coca-Cola’s more than four-decade FIFA partnership exemplifies how beverage firms use high-profile sports to displace health measures and target young consumers.
• The World Health Organization, World Bank and OECD have all issued formal appeals to curb sugary drink consumption to combat diabetes, obesity, cardiovascular disease and related public costs.
• Campaigners are urging sports authorities to ban sugary drink advertising at events and for fans and athletes to boycott sponsorships that compromise public health.