FIFA Faces Pressure to End Partnership with Big Soda Brands for Health Reasons

FIFA Under Pressure to Stop Promoting Big Soda

In a bold move, a powerful coalition of global health experts and advocates has urged FIFA to sever its decades-long partnership with Coca-Cola. The call comes amid rising concerns about the health effects of sugary beverages, which have been linked to serious health issues such as obesity, type 2 diabetes, and heart diseases.

The campaign dubbed "Kick Big Soda Out" emphasizes how FIFA’s collaboration with Coca-Cola undermines its stated commitments to promote health and fair play. Activists are not just raising their voices; they are backing their demands with a growing petition that has gained immense traction worldwide.

During the 2024 Summer Olympics in Paris, for instance, over 255,000 individuals and 93 organizations signed a petition calling for the International Olympic Committee to cut ties with Coca-Cola. A report from Vital Strategies revealed a striking bias in media coverage, with a whopping 78% of reports depicting Coca-Cola sponsorship in a positive light, while only 2% highlighted criticism regarding health risks and unethical marketing practices.

Trish Cotter from Vital Strategies remarked, "Despite FIFA’s claims of promoting health, its long-standing affiliations with Coca-Cola tell a completely different story. By providing Coca-Cola with a stage at stadiums and on social media, FIFA essentially endorses a product that coincides with a growing health crisis. This is a blatant case of 'sportswashing' that compromises public health and the integrity of FIFA as a brand."

With the FIFA Club World Cup set for 2025, activists are rallying for immediate action to safeguard fans, particularly children, from the misleading associations fostered by sugary beverage marketing. Their second wave of the "Kick Big Soda Out" campaign is currently taking place on platforms like YouTube, Instagram, and Facebook.

Dr. Simón Barquera, president of the World Obesity Federation, stated, "FIFA can choose to uphold ethical standards in football instead of allowing corporations to use the sport as a means of image laundering. By rejecting partnerships with sugary beverage brands, FIFA could finally begin to fulfill its mission."

The "Kick Big Soda Out" initiative also highlights mounting evidence linking excessive sugar consumption to chronic illnesses, particularly in lower-income countries where the prevalence of these diseases is surging alarmingly. The aggressive marketing strategies employed by large corporations targeting millions of consumers in these regions raise serious health concerns.

Carolina Piñeros from Red PaPaz stressed, "This is a critical moment for FIFA. The promotion of sugary beverage brands leads to unhealthy dietary choices among children. Curbing such marketing is essential to promote the health and well-being of young fans."

Fans and activists are encouraged to join the movement to end FIFA’s partnership with Coca-Cola by visiting www.kickbigsodaout.org and to share their thoughts using the hashtag #KickBigSodaOutofSport. Together, they can work toward a healthier future for sports fans and elevate the conversation about health in sports marketing.