Coca-Cola 'sportswashing' during World Cup amplified by social media

AI Summary

Research presented at the International Congress on Obesity highlights how Coca-Cola's sponsorship of the 2025 FIFA Club World Cup was used to promote unhealthy products, amplified via social media affecting millions, including children.

New research being presented at the International Congress on Obesity (ICO2026), hosted by the World Obesity Federation (WOF) in Mexico City, Mexico (July 15–17), reveals how Coca-Cola's sponsorship of the 2025 FIFA Club World Cup (featuring 32 of the world's top football clubs) was amplified across social media to promote unhealthy products to millions beyond the live matches, including children and young people.