Coca-Cola, McDonald’s, Powerade and Lay’s accounted for the highest number of unhealthy food and drink brand appearances during live matches, researchers say.

Football fans watching the 2026 FIFA World Cup were exposed to more than 65,000 appearances of logos and products from junk food and drink brands during live match play, according to a new study.

Researchers used an artificial intelligence tool to analyse advertisements visible to television viewers across all 104 matches of the tournament, which was hosted by the United States, Canada and Mexico.

The study recorded 65,722 appearances of brands classified under UK government criteria as high in fat, salt or sugar (HFSS). The adverts were visible for a combined 28.1 hours, accounting for more than 16 per cent of total playing time.

On average, 576 junk food and drink advertisements appeared during each match.

Coca-Cola recorded the highest number of appearances, with 21,893, followed by McDonald’s with 13,915, Powerade with 12,777 and Lay’s with 12,087.

All four brands are FIFA partners, while Powerade is owned by Coca-Cola.

The study also found that junk food and drink logos appeared about seven times more frequently than alcohol and prediction market brands, 10 times more frequently than gambling brands, and nearly 25 times more frequently than cryptocurrency brands.

Researchers said the analysis covered only advertising visible during live play and excluded pre-match programmes, half-time periods and hydration breaks.

The findings have renewed concerns over the exposure of audiences, particularly young viewers, to unhealthy food advertising during major sporting events.

Greg Fell, president of the Association of Directors of Public Health, described international pitchside advertising as a loophole in existing restrictions. He noted that the UK’s rules on advertising less healthy foods before 9pm do not cover such promotions during international sporting events.

The researchers argued that repeatedly associating high-fat, salt and sugar brands with football, excitement and national identity could increase brand familiarity and contribute to the normalisation of unhealthy food consumption.

FIFA has defended its advertising framework, saying its global partners are subject to governance and compliance requirements. The organisation also pointed to its Be Active campaign, which promotes health, inclusion, friendship and unity during the tournament.

Coca-Cola, McDonald’s and PepsiCo, which owns Lay’s, were contacted for comment but did not respond.