World Cup study counts 65,722 junk-food advertising appearances during live play

Advertising for brands producing food and drinks high in fat, salt or sugar appeared 65,722 times during live play at the 2026 World Cup, according to research reported by BBC Sport. The study, by researchers at the universities of Bristol and Oxford, measured the visibility of logos and products across all 104 matches of the tournament in the United States, Canada and Mexico.

The researchers used an artificial intelligence tool to examine the international television feed. They calculated that the advertising was visible for a combined 28.1 hours, accounting for just over 16% of playing time. Most of the material appeared on pitchside boards and elsewhere around stadiums, placing it within match coverage rather than in separately scheduled commercial breaks.

The study's scope excluded advertising during pre-match programmes, half-time commercials and in-match hydration breaks. Its findings therefore concern exposure during the action, not every advertisement a viewer might have encountered while watching a broadcast. The researchers used the UK government's definition of products high in fat, salt or sugar to identify the food and drink category under examination.

Coca-Cola accounted for the largest number of appearances, with 21,893, followed by McDonald's on 13,915. Powerade appeared 12,777 times and Lay's 12,087 times. All four brands are official FIFA partners, BBC Sport reported. Powerade belongs to Coca-Cola, while Lay's, known as Walkers in the UK, is owned by PepsiCo.

Responding to the findings, FIFA said the vast majority of its revenue is reinvested in football, including projects that promote health and wellbeing. The governing body also said its commercial partners operate within its governance and compliance frameworks. It highlighted social-impact campaigns, including Be Active, which it said carried health, inclusion and other messages to audiences throughout the World Cup.

BBC Sport said Coca-Cola, McDonald's and PepsiCo had not replied to its requests for comment. Study co-author Dr Elisa Becker criticised the extent of unhealthy-food marketing at the tournament and argued that sport should support better health. Greg Fell, president of the Association of Directors of Public Health, separately called for international cooperation to address advertising exposure, highlighting the difficulty of tackling it through national restrictions alone.