Health Advocates Urge FIFA to Sever Coca-Cola Ties by 2030

A global health coalition is urging FIFA to terminate its partnership with Coca-Cola by 2030. This demand arises from the Kick Big Soda Out movement that initially targeted FIFA during the 2025 Club World Cup in the U.S. The campaign accused Coca-Cola of using the event to sportswash its health and environmental impacts.

Co-host countries like Canada and Mexico have implemented measures such as front-of-package warning labels and taxes on sugary beverages. These actions highlight the contradiction between FIFA's partnerships and local health policies.

Vital Strategies' Sandra Mullin drew parallels with Big Tobacco, emphasizing that FIFA should prioritize public health over profits. The campaign has gained significant support, with over 523,000 backers since the 2024 Olympics.