FIFA under pressure: Health campaign demands the end of the Coca-Cola partnership

FIFA under pressure: Health campaign demands the end of the Coca-Cola partnership

An increasing number of health experts and activists asks FIFA to end its partnership with Coca-Cola. This requirement takes place in the context of a broader criticism of the marketing of sugar -containing drinks and their health consequences. The campaign entitled "Kick Big Soda Out" argues that the sponsorship of Coca-Cola not only undermines FIFA's health obligations, but also endangers the health of children. Activists also accuse the company "Sportswashing" because it hides health damage through its products, such as [ots.at] (https://www.ots.at/presseaus-sung/ots_20250603_ots0002/fifaunter-print-kick-kick-big-big-big-big- von-gesund-aus-dem-traffic-zu-vital-strategies) reported.

A mutual call to terminate this partnership comes into focus, especially in the run-up to the FIFA Club World Championship 2025. The pressure has been increasing in Paris since the 2024 Olympics, where the campaign has already collected over 255,000 signatures and the support of 93 organizations. A Vital Strategies report shows alarming that 78 % of media reporting for Coca-Cola sponsorship is positive, while only 2 % of critical topics such as health risks address. Trish Cotter from Vital Strategies expresses concerns that FIFA promotes a product through the continuation of the partnership that is connected to health risks such as obesity and type 2 diabetes.

health risks through sugar consumption

The connection between sugar and health problems is underpinned by numerous studies. A umbrella review shows that excessive sugar consumption is associated with an increased risk of various diseases such as obesity, heart diseases and fatty liver. The consumption of sweet carbonated drinks in particular is worrying because it is associated with an increase in the body mass index in children as well as an increased risk of heart diseases and diabetes mellitus type 2, reported Ärzteblatt.

dr. Simón Barquera from the World Obesity Federation has asked FIFA to protect football. Big Soda runs aggressive marketing of sugar -containing drinks in various locations, especially in low -income countries, while health problems increase in the population. Carolina Piñeros from Red Papaz points out that marketing strategies for these drinks have to be limited to protect the health of the children.

support the movement

The "Kick Big Soda Out" Initiative offers fans the opportunity to join the movement and to discuss the health dangers and the associated topics on social media under the hashtag #kickbigsodaoutofsport. The campaign focuses on the contradiction between FIFA as the advocate of health and sponsorship of a company whose products are considered harmful to health. Cooperation with Coca-Cola could have serious consequences for the lovers of sport who want greater care for health and well-being.