Why young people are calling time on Big Soda’s World Cup Sponsorships. More
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 your 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
What is sportswashing?
Big Soda is turning the world's biggest game into one giant advert. By sponsoring major sporting events, brands associate sugary drinks with fitness, success and healthy lifestyles. It's a tactic known as sportswashing, using sport's positive image to make unhealthy products seem healthier than they really are.
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