FIFA pressured by global campaign to ban soda ads at World Cup

The “Tirem o Refrigerante de Campo” campaign is urging FIFA to end sponsorship by sugary‑drink manufacturers at its tournaments. More than 100 civil‑society organisations from around the world – including eight Brazilian groups such as Idec, Instituto Desiderata and the Aliança pela Alimentação Saudável – have signed a public letter to FIFA president Gianni Infantino. The petition, backed by about 720 000 supporters, cites research linking an extra 250 ml of sweetened beverages daily to a 12 % rise in obesity risk, a 19 % increase in type‑2 diabetes risk and higher cardiovascular mortality. “Para a maioria das crianças e adolescentes, um refrigerante de 355 ml já ultrapassa a quantidade diária recomendada de calorias provenientes de açúcares livres”, the campaign says.

The initiative frames the practice as “sportswashing”, arguing that advertising sodas alongside elite football normalises unhealthy consumption, especially among children. It draws a parallel with the tobacco industry, which was eventually excluded from major sports sponsorship. The campaign also notes broader concerns about betting‑related ads during the World Cup and recent Brazilian regulations requiring health warnings on such promotions.