Football is for the fans, not the brands.

03 Jul 2026

Why young people are calling time on Big Soda’s World Cup Sponsorships.

As momentum builds through the 2026 FIFA World Cup, so does a growing global movement questioning whether companies linked to poor health should be at the heart of the world's biggest sporting events.

This month, health organisations and campaigners from around the world renewed calls for FIFA to end its partnership with Coca-Cold by 2030 through the global #KickBigSodaOut campaign.

The campaign argues that companies selling sugary drinks continue to benefit from associations with elite sports despite growing concerns about their impact on public health and the environment.

For young people, the contradiction is hard to ignore.

The World Cup will end.
Our kicking big soda out of sport won't.

Join Bite Back's growing movement and be the first to hear about campaign victories, opportunities to take action and how young people are taking on Big Soda.

Sign up below for campaign updates, research, youth-led action and opportunities to support change long after the final whistle.

Football should fuel our futures.

Sport plays a huge role in young people’s lives.

It brings communities together, inspires us and promotes active lifestyles.

Yet many of the brands most visible throughout major sporting events are selling products that are harmful to our health.

“

Like millions of young people, I grew up loving football. Some of my favourite childhood memories are watching England matches in our local clubhouse in York and hearing Clive’s commentary. But when you start to notice how often sugary drinks brands appear around the game, like on the pitch-side billboards, you realise young fans are being targeted during the moments they love the most.
Anna

Activist

A Global Movement is Growing

The #KickBigSodaOut movement has now attracted more than 539k supporters and the backing of almost 100 organisations worldwide.

Campaigners are calling on FIFA to use the 2026 World Cup as a turning point and put young people's health ahead of corporate interests.

The campaign comes as countries around the world continue introducing policies to improve public health and reduce consumption of sugary drinks.

Yet many of the same products remain heavily promoted through major sporting partnerships.

Why Bite Back is supporting the Campaign

At Bite Back, we believe young people deserve environments that support their health, not undermine it.

That’s why we’re joining campaigners around the world calling for greater accountability from companies and institutions shaping young people's lives.

The World Cup is one of the most watched events on the planet.

If sport can inspire millions of young people, it should also help fuel their futures.

“

I’ve been lucky enough to commentate on some memorable games down the years and football has been very good to me. But it wasn’t until Anna drew my attention to some of the brands flashing up on the perimeter advertising during those moments that I began to consider the way their products are sold through football and particularly, the contradiction of marketing unhealthy food and drinks through the popularity of what is a very healthy sport.
Clive Tyldesley OBE

Stay In The Game

The fight doesn't end with the final whistle.

From exposing how junk food giants target young people online, to investigating the influence of unhealthy food marketing in schools, sport and across our communities, we're working to create lasting change.

Because changing the game takes more than one tournament.

It takes all of us.

Don't Let The Final Whistle Blow.

The World Cup will end. Our kicking big soda out of sport won't.

Join Bite Back's growing movement and be the first to hear about campaign victories, opportunities to take action and how young people are taking on Big Soda.

Sign up below for campaign updates, research, youth-led action and opportunities to support change long after the final whistle.