A new study has highlighted the overwhelming presence of junk food advertisements during the 2026 FIFA World Cup, revealing a "constant bombardment" of such promotions. Researchers from the University of Bristol and University of Oxford utilized an AI tool to analyze ads visible to television viewers during the tournament's 104 matches, primarily displayed on pitchside boards and around stadiums in the USA, Canada, and Mexico.

Key findings include:

• 65,722 total displays of junk food and drink advertisements.
• Ads were visible for 28.1 hours, accounting for over 16% of total match time.
• An average of 576 junk food ads appeared during each match.

The brands highlighted in the study included:

• Coca-Cola: 21,893 ads
• McDonald's: 13,915 ads
• Powerade: 12,777 ads
• Lay's (known as Walkers in the UK): 12,087 ads

All four brands are official partners of FIFA, with Powerade being owned by Coca-Cola. The study's results do not account for advertisements shown during pre-match coverage, half-time breaks, or hydration breaks.

In response to the findings, a FIFA spokesperson defended the organization's practices, stating that the majority of its revenue is reinvested into football and health initiatives. They emphasized FIFA's social impact campaigns, such as Be Active, which aimed to promote unity and health during the World Cup.

Attempts by BBC Sport to reach Coca-Cola, McDonald's, and PepsiCo for comments went unanswered.