FIFA Faces Strong Pressure to End Long-standing Partnership with Coca-Cola for Health Reasons

FIFA Faces Strong Pressure to End Its Coca-Cola Partnership

A powerful coalition of health experts and advocates is calling on the FIFA to terminate its long-standing partnership with Coca-Cola, citing concerns over health risks associated with sugary beverages. This movement, dubbed "Kick Big Soda Out," highlights how Coca-Cola’s sponsorship diminishes FIFA's stated commitments to health and fair play. As the FIFA Club World Cup 2025 approaches, activists are urging immediate action to protect fans, particularly children, from misleading brand partnerships.

The "Kick Big Soda Out" campaign gained significant momentum during the 2024 Paris Olympics, rallying over 255,000 petition signers and 93 organizations pressing the International Olympic Committee to cut ties with Coca-Cola. However, research by Vital Strategies revealed that a staggering 78% of media coverage framed Coca-Cola's sponsorship in a positive light, emphasizing branding, shared values, and economic benefits. Conversely, only 2% of articles addressed concerns over exploitation, health risks, or unethical practices regarding the partnership.

Trish Cotter from Vital Strategies stated, "FIFA claims to advocate for health, but its deep ties with Coca-Cola tell a different story. By providing Coca-Cola with a platform in stadiums, broadcasts, and social media, FIFA promotes a product linked to rising rates of obesity, type 2 diabetes, and heart disease. This is blatant 'sportswashing' that undermines both public health and FIFA's credibility."

Fans and football advocates are now demanding FIFA to sever ties with Coca-Cola as part of the campaign’s second wave, utilizing YouTube, Instagram, and Facebook for outreach. Dr. Simón Barquera, president of the World Obesity Federation, emphasized, "FIFA can choose to protect the integrity of football rather than grant corporations an unprecedented opportunity to cleanse their image. By rejecting sodas, FIFA can finally practice what it preaches."

The "Kick Big Soda Out" initiative underscores growing global evidence linking excessive sugar consumption to non-communicable diseases. In low-income countries, where these diseases are escalating at alarming rates, soda companies aggressively market sugary drinks to millions of consumers.

Carolina Piñeros from Red PaPaz stated, "This is a pivotal moment for FIFA. Advertising by soda companies encourages unhealthy choices among children. Restricting marketing is crucial to supporting the health and well-being of children."

Fans can join the movement demanding FIFA to end its partnership with Coca-Cola at www.kickbigsodaout.org and use the hashtag #KickBigSodaOutofSport to join the conversation.

In summary, the ongoing debate surrounding FIFA's relationship with Coca-Cola not only brings to light significant health considerations but also raises questions regarding the ethical implications of corporate sponsorship in sports. As advocates rally for change, the pressure mounts for FIFA to align its actions with its health commitments, marking a decisive moment in the fight against corporate influence in global football.