nuSep 22, 2026, 13:46

World Cup visitors bombarded with fast food and drink advertisements

A study found that unhealthy food and drink brands dominated advertising during the World Cup, appearing in over 70 percent of all visible branding throughout the live matches. These advertisements were present for nearly a quarter of total playtime, with four major global companies accounting for the vast majority of the exposure.

A new study reveals that brands marketing unhealthy food and beverages dominated the recent World Cup, appearing in over 70 percent of all advertisements displayed during live match footage. Researchers analyzed 65,722 instances of branding on pitch-side displays, excluding standard commercial breaks, and found that these products were visible for 39.3 hours of live play, accounting for nearly one-quarter of the total match time. Four major global brands, including a soft drink company and a fast-food chain, were responsible for 65 percent of these logo sightings.

The findings highlight the massive scale of exposure for products associated with unhealthy diets during the tournament, which attracted nearly six billion viewers worldwide. Beyond fast food and drinks, other prominent sponsorships included gambling, sports betting, and cryptocurrency platforms. This research marks the first comprehensive effort to map the visibility of harmful product brands within actual game coverage, underscoring the significant impact of corporate partnerships on global audiences during major sporting events.

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Based on reporting by nu. Translated and condensed by LocalHeadlines.

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