US EditionFIFA Under Pressure to Kick Big Soda Out Amid Health Backlash - Vital Strategies
- On June 3, 2025, health advocates in New York called on FIFA to terminate its long-standing sponsorship with Coca-Cola before the upcoming 2025 FIFA Club World Cup.
- This initiative, which gained widespread support during the 2024 Paris Olympics with over 255,000 petitioners and 93 organizations, calls for an end to Coca-Cola’s sports sponsorships.
- Campaigners argue Coca-Cola's sponsorship promotes sugary drinks linked to obesity, diabetes, and heart disease, undermining FIFA's health commitments and misleading fans, especially children.
- According to a Vital Strategies report, the vast majority of media articles portrayed Coca-Cola’s sponsorship positively, highlighting benefits such as brand promotion and shared values, while only a small fraction—around 2%—focused on criticisms related to health concerns, exploitation, or unethical behavior.
- Experts state this is a decisive moment for FIFA to protect public health and football integrity by rejecting Coca-Cola’s sponsorship, ending what they call blatant 'sportswashing.
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FIFA urged to end sponsorship of Coca-Cola. An international coalition of public health experts intends to pressure FIFA to end its partnership with Coca-Cola. The initiative, dubbed "Kick Big Soda Out," is gaining momentum after mobilizing more than 255,000 signatories and 93 organizations during the Paris 2024 Olympic Games. This time, the activists are directly targeting FIFA in the run-up to the 2025 Club World Cup, using digital platforms t…
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