Off the PitchBBC SportUnverified source· 21 Sept 2026
Study: 65,000 junk food ads shown at 2026 World Cup
Researchers say fans were hit by a 'constant bombardment' of unhealthy food and drink ads during this summer's World Cup matches.
Who
FIFA World Cup
What
65,722 junk food and drink ads shown
When
2026 World Cup
Where
USA, Canada and Mexico
What happened. A new study by researchers at the University of Bristol and University of Oxford found that logos and products for brands producing junk food and drinks were displayed 65,722 times during the 2026 World Cup. The ads were visible for 28.1 hours across the tournament, just over 16% of total match play time.
- Ads appeared on pitchside boards and around stadiums during live play on the international feed.
- The study excluded pre-match, half-time and hydration break advertising.
- Coca-Cola had the most ads (21,893), followed by McDonald's, Powerade and Lay's.
“constant bombardment”
— researchers
The findings raise questions about the exposure of football fans to unhealthy food and drink marketing during major tournaments.
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