World Cup
Young people are calling time on Big Soda’s grip on sport.
We’re tackling junk food ads, one space at a time.
Instead, Big Soda uses the world's biggest sporting stages to market products that harm children's health and flood the planet with plastic.
From stadium sponsorships to our favourite kits, young people are constantly being targeted.
We’re Bite Back. And we’re showing giants our teeth.
This summer, we’re joining a global movement calling on FIFA to put young people's health first.
Your donation helps young activists campaign, organise, investigate and create change.
Why now?
In 2026, the men’s FIFA World Cup will be watched by billions of people around the world.
As excitement builds, so does the influence of companies using football to market unhealthy products to children.
Young people have had enough.
We’re working with campaigners around the world to challenge sportswashing and put children's health back in the spotlight.
What you support helps fund.
- Challenge junk food giants
- Campaign for healthier food environments
- Create Bold protests and actions
- Influence politicians and decision makers
- Protect future generations from unfair food systems
Sportswashing
Big Soda is turning the world’s biggest game into one giant ad. In a space where health and fitness are celebrated, Big Soda is sportswashing their products to seem healthy.
