9 Ads per Minute: FIFA Cup 26 – "the price of the beautiful game"
More than 93,000 visible appearances of brands promoting unhealthy food and drink, alcohol, gambling and speculative products were recorded during coverage of the largest FIFA World Cup in history, new research has found. Unhealthy food and drink brands accounted for more than seven in ten, with 65,722 appearances.
Summary
Research reveals that the FIFA World Cup 2026 is inundated with brand ads, particularly for unhealthy food and drink, making up over 70% of the total brand appearances. With more than 93,000 ads noted, this analysis highlights the significant influence of marketing during major sporting events.
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