Dr Chris van Tulleken from University College London and Professor Carlos Monteiro from the University of São Paulo say Coca-Cola and other sugary drinks companies have exploited the world's most popular sport for commercial gain - profiting off players and fans while contributing to a global health crisis.
The duo believes that FIFA has an opportunity to lead by example and send a powerful message - that health supersedes corporate sponsorship. New research has linked sugary drink consumption to type 2 diabetes and cardiovascular disease across 184 countries.
As FIFA’s official sponsor since 1978, Coca-Cola has leveraged its massive platform to promote sugary drinks to billions of people. This is in spite of the link between sugary drinks and type 2 diabetes as well as dental caries, obesity and many other negative health outcomes.
The duo said: “By embedding itself in football and other beloved sports, Coca-Cola isn't just sponsoring the game; it's normalising excessive sugar consumption, contradicting the principles of fitness and health that sport represents. Perhaps most concerning is their appeal to children, who are particularly susceptible to the allure of sugary drinks and their pervasive marketing.
“We can’t ignore the irrefutable link between sugary drink consumption and poor health. By ending its sponsorship deal with Coca Cola, FIFA could send a powerful message - that health supersedes corporate sponsorship. Big Soda has exploited the world's most popular sport for commercial gain, and in this moment, FIFA has an opportunity to lead by example.”
They acknowledge that this behaviour is not unique to a single company and point to influential campaigns like ‘Kick Big Soda Out of Sport!’ which have ignited a movement to end these sponsorships.