FIFA faces Growing Calls To End Coca-Cola Sponsorship Over Health Concerns

Zurich, Switzerland – As anticipation builds for the 2025 Club World Cup, the Fédération Internationale de Football Association (FIFA) is facing increasing pressure to sever ties with long-time sponsor Coca-cola. A growing coalition of doctors and public health experts are raising concerns about the impact of sugary drinks on global health, urging FIFA to take a stand for wellness over corporate partnership.

the core of the debate revolves around Coca-Cola’s decades-long sponsorship and its potential contribution to a global rise in diet-related illnesses. critics argue that FIFA’s continued partnership with the beverage giant undermines the message of health and fitness that sports should promote.

Mounting pressure On FIFA Sponsorships

Coca-Cola’s affiliation with FIFA began in 1978,using football’s widespread appeal to promote sugary drinks to a global audience. Though,voices like Dr. Chris van Tulleken from University College London and professor Carlos Monteiro of the University of São Paulo are now advocating for FIFA to end its relationship with the company.

In an editorial published in The BMJ, a peer-reviewed medical journal, the experts highlighted substantial evidence linking sugary drink consumption to increasing rates of obesity, diabetes, cardiovascular diseases, and dental problems across more than 180 countries. They contend that thes ultra-processed beverages offer no nutritional benefits and are deceptively marketed as part of a healthy, active lifestyle.

“Coca-Cola’s presence isn’t just about financial backing; it’s about normalizing sugar intake in a manner that directly contradicts the health-focused image that sports should uphold,” the doctors stated. “The appeal to children is especially alarming, as they are highly vulnerable to the allure of sugary drinks and their extensive marketing campaigns.”

The “Sportswashing” Accusation

Critics are accusing Coca-Cola of engaging in “sportswashing”-utilizing its connections to high-profile sports events to divert attention from the detrimental effects of its products.By accepting these sponsorships,FIFA risks implying that sugary drinks are compatible with a healthy lifestyle,even as diet-related diseases are on the rise globally.

The repercussions are particularly severe in lower-income communities, where access to fresh, healthy food is frequently enough limited, and healthcare resources are scarce. Experts emphasize that these marketing partnerships not only boost sales but also contribute to establishing long-term habits that exacerbate health disparities.

Environmental Impact Of Coca-Cola

Beyond health implications, Coca-cola remains the world’s foremost producer of branded plastic waste. Despite sustainability initiatives undertaken by some of its bottling partners, environmental and public health advocates continue to voice concerns.

Public health campaigns, such as Kick Big Soda Out of Sport, are actively encouraging organizations to drop Coca-Cola as a sponsor. During the 2024 Paris Olympics, the campaign garnered over 250,000 signatures on a petition and received support from 93 health organizations worldwide. Van Tulleken and monteiro argue that FIFA, given its meaningful influence, has a moral imperative to set a positive example.

FIFA’s Pivotal Moment

As global audiences prepare for the 2025 Club World Cup, health authorities assert that FIFA’s message is more critical than ever.They emphasize that prioritizing well-being should take precedence over corporate profits.

“We can no longer disregard the undeniable correlation between sugary drink consumption and poor health outcomes,” the study concludes. “by terminating its sponsorship agreement with Coca-Cola, FIFA could convey a powerful message: that health is more vital than corporate sponsorship. Big Soda has exploited the world’s most popular sport for commercial gain, and FIFA now has an opportunity to lead by example.”