NEW YORK, June 4, 2026 /PRNewswire/ — A formidable 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 movement first took aim at FIFA during the 2025 Club World Cup in the United States, where activists accused Coca-Cola of whitewashing health and environmental damage into sports in stadiums, broadcasts and social media. FIFA did not act. With the full World Cup coming to the same ground, the pressure has intensified.
The tension could not be more visible. Co-host countries Canada and Mexico have enacted front-of-package warning labels on products with excess sugar, salt and fat, and Mexico has led health taxes on sugary drinks, along with the Canadian provinces of Newfoundland and Labrador. These measures reflect years of deliberate public health advocacy to curb consumption of the unhealthy products Coca-Cola markets to millions of fans, especially children.
FIFA’s trade associations have long come under scrutiny for the way they directly oppose local health policies. Coca-Cola’s prominent presence at the 2026 World Cup follows the same playbook: asking countries that are working to reduce sugar consumption and improve the health of their citizens not only to highlight one of the world’s largest sweetened beverage companies, but also to ignore national regulations designed to protect public health.
“Big Soda has perfected a unique scam: exploiting athletic best-case scenarios to launder a product linked to rising rates of diet-related illnesses,” said Sandra Mullin, senior vice president of policy advocacy and communications at Vital Strategies. “Big Tobacco was excluded from major sporting events because sponsorship legitimized harm; Big Soda deserves the same treatment. The World Cup should not wash away Big Soda’s image. It’s time to put people before profits.”
Excessive sugar consumption drives rising rates of obesity, type 2 diabetes and heart disease, and aggressive marketing by big soft drinks reaches millions, including children, influencing their preferences and purchases.
Kick Big Soda Out has amassed more than 523,000 followers and the endorsement of 97 organizations since its launch during the Paris 2024 Olympic Games. The campaign’s plea is clear: FIFA must use the 2026 World Cup as a turning point, not another missed opportunity.
Join the movement demanding that FIFA end its partnership with Coca-Cola by 2030 at www.kickbigsodaout.org and use #KickBigSodaOut to join the conversation.
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