Football can’t ignore its sugar problem
Soda giants have exploited the world’s most popular sport for commercial gain, and FIFA has an opportunity to lead by example by dropping them as sponsors of the 2025 Club World Cup, write Chris van Tulleken and Carlos A Monteiro During the 2022 FIFA World Cup in Qatar, one name dominated the field—and it wasn’t a player. Coca-Cola was ubiquitous,1 appearing on massive billboards, in halftime commercials, and in the hands of athletes during press conferences. This extended beyond conventional advertising: it represented a calculated corporate strategy, illustrating the extent to which sponsorships have integrated unhealthy products into the structure of professional sport. As the 2025 FIFA Club World Cup begins, we as doctors and public health advocates have a duty to call out Coca-Cola and other sugary drink companies that have entrenched themselves in the world of sports through marketing—profiting off players and fans while contributing to a global health crisis. We need to hold …
