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2026 World Cup: Junk Food Ads Appeared 65,722 Times During Matches — Report

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Football fans watching the 2026 FIFA World Cup were exposed to tens of thousands of advertisements promoting junk food and drinks during live matches, according to a study by researchers from the universities of Bristol and Oxford.

The study, reported by BBC Sport on Monday, found that advertisements for foods and drinks classified under UK government criteria as high in fat, salt or sugar appeared repeatedly during the tournament, which was jointly hosted by the United States, Canada and Mexico.

Using an artificial intelligence-powered analysis tool, researchers examined advertisements visible to television viewers during live play across all 104 matches of the tournament.

The analysis recorded 65,722 appearances of logos and products belonging to brands classified as high in fat, salt or sugar.

According to the researchers, the advertisements were visible for a combined 28.1 hours during the matches, representing slightly more than 16 per cent of the total playing time.

The study estimated that an average of 576 junk food and drink advertisements appeared during each match.

Coca-Cola recorded the highest number of appearances, with 21,893, followed by McDonald’s with 13,915 appearances.

Powerade had 12,777 appearances, while Lay’s was recorded 12,087 times.

The four brands were identified as official FIFA partners, with Powerade owned by Coca-Cola.

The researchers also compared the frequency of junk food and drink advertising with other categories of potentially harmful advertising.

Their analysis found that junk food and drink logos appeared about seven times more frequently than alcohol and prediction-market brands, 10 times more than gambling brands and almost 25 times more than cryptocurrency brands.

The study focused specifically on advertising visible on the international broadcast feed during live match play. It did not include advertisements shown during pre-match programmes, half-time breaks or hydration breaks.

The findings have renewed concerns over the scale of food and drink advertising associated with major international sporting events and the possible influence such exposure may have on viewers, particularly young football fans.

Greg Fell, president of the Association of Directors of Public Health, described the situation as a loophole in existing advertising restrictions.

Fell noted that governments were increasingly introducing measures aimed at limiting advertising for less-healthy food and drinks because of concerns surrounding obesity.

In the United Kingdom, restrictions introduced in October 2025 prohibit television advertising for certain less-healthy foods before 9pm.

However, the restrictions do not extend to international pitchside advertising displayed during sporting events, meaning such advertisements can still appear on television broadcasts watched by audiences in different countries.

The researchers argued that repeated exposure to unhealthy food and drink brands in association with football, excitement and national identity could increase brand familiarity and contribute to the normalisation of their consumption.

The issue is particularly significant because football attracts large global audiences, including children and young people, making major tournaments an important platform for international brands.

FIFA, however, defended its approach, saying its global commercial partners operate within governance and compliance frameworks.

The football governing body also pointed to its social-impact initiatives during the tournament, including the Be Active campaign, which it said promoted health, inclusion, friendship and unity.

Coca-Cola, McDonald’s and PepsiCo, the parent company of Lay’s, were contacted for comment on the findings but had not responded at the time of the report.

The researchers’ findings are likely to fuel further debate over whether existing advertising regulations adequately cover modern sports broadcasts, particularly where international competitions are watched by audiences across jurisdictions with different rules on the promotion of less-healthy foods and drinks.

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Spanish Footballers Demand Weekend Match Postponements After Jesús de Miguel’s Death

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Spanish footballers have called for the postponement of all weekend fixtures following the death of Tenerife player, Jesús de Miguel, citing emotional and psychological concerns among players across the country.

The Spanish footballers’ union, Asociación de Futbolistas Españoles (AFE), made the request on Thursday in a statement published on its X account, saying players across all divisions were united in their call for the suspension of matches in honour of the deceased footballer.

According to the union, the emotional impact of De Miguel’s death has made it difficult for players to participate in competitions under normal circumstances.

“The footballers have expressed their deep sorrow for this loss and do not believe that there are the psychological and humane conditions necessary for the competition to be played in normal circumstances,” the union stated.

Several fixtures have already been postponed following the tragedy, including Tenerife’s match against Granada and Andorra’s encounter with Mallorca. Some midweek cup matches were also called off.

However, Spanish clubs involved in European competitions honoured De Miguel with a minute’s silence before their matches this week.

De Miguel joined Tenerife in the summer of 2025, and his death has triggered an outpouring of tributes from players, clubs and football officials across Spain.

Andorra goalkeeper Owono, who paid tribute to the late player on Wednesday, described his death as devastating.

“I feel enormous pain over the loss of Jesus. I think of him, his family, and everyone who loved him,” Owono said.

He added that he was going through “the most difficult days of my life”.

Meanwhile, supporters and mourners gathered at Tenerife’s Estadio Heliodoro Rodriguez Lopez, where the team played on Monday, to pay their respects. Flowers and candles were placed beneath a black-and-white image of the late footballer.

De Miguel’s family expressed appreciation for the messages of sympathy and support received from across the football community but appealed to the public to respect their privacy as they mourn.

“We need to grieve in the peace and quiet that this situation demands,” the family said.

They also thanked those who had shown concern and offered support following the loss.

“We appreciate the affection, concern and expressions of support that his loss is inspiring, and we are deeply grateful to you all,” the family added.

Among those who attended De Miguel’s funeral were Spain coach Luis de la Fuente and Real Madrid president Florentino Perez.

The AFE has now urged the Spanish football authorities to consider the players’ request and postpone the remaining weekend fixtures, insisting that the decision would demonstrate respect for the late footballer and acknowledge the emotional impact of his death on the football community.

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Nani Hails Ronaldo as ‘Best of All Time’ Following Portugal Retirement Announcement

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Former Portugal international Luis Nani has paid tribute to Cristiano Ronaldo following the forward’s announcement of his retirement from international football, describing his former teammate as the “best of all time”.

Nani, who shared the pitch with Ronaldo for Portugal, praised the 41-year-old for inspiring generations of Portuguese footballers and making the country proud through his achievements with the national team.

In a post on his X handle on Thursday, the former Manchester United winger said he was proud to have been part of Ronaldo’s international journey, highlighting the impact the Al-Nassr forward had on Portuguese football.

Ronaldo announced his intention to retire from international football after Portugal’s November fixtures, bringing an end to a remarkable 23-year career with the national team.

The forward leaves international football with 234 appearances and 146 goals, making him the record appearance holder and highest goalscorer in men’s international football.

During his time with Portugal, Ronaldo played a central role in the country’s triumph at the 2016 European Championship and victories in the UEFA Nations League in 2019 and 2025.

His retirement announcement has continued to attract tributes from former teammates, football personalities and supporters, reflecting his influence on Portuguese football and the international game.

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Tinubu Congratulates Flamingos After Brazil Victory, Backs Team to Win U-17 World Cup

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President Bola Tinubu has congratulated Nigeria’s U-17 women’s national football team, the Flamingos, following their victory over Brazil in the semi-final of the 2026 FIFA U-17 Women’s World Cup in Morocco.

The President described the team’s qualification for the final as a remarkable achievement that had brought immense pride and joy to millions of Nigerians at home and abroad.

In a statement issued on Thursday by his Special Adviser on Information and Strategy, Bayo Onanuga, Tinubu also commended the coaching crew and everyone whose hard work and support contributed to the team’s successful campaign.

With the Flamingos set to face Japan in the final, the President urged the players to remain focused, confident and determined, assuring them of the support and goodwill of Nigerians.

The President further expressed confidence in the Flamingos’ ability to win the competition, urging them to give their best in the decisive encounter against Japan.

“Once again, Nigeria is proud of you. Go for the trophy, Flamingos!” he added.

The Flamingos’ qualification for the final marks another significant moment for Nigerian women’s football, with the young players now having the opportunity to secure the country’s first U-17 Women’s World Cup title.

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