Researchers say they tracked 795 publicly available posts across Brazil, Mexico and the United States. Most allegedly featured branding embedded in football content, while broadcasters and streaming platforms produced the majority of the posts.
That distinction is central to the criticism. A traditional advert is easier to identify and regulate. Branding carried through highlights, interviews and shared clips can feel like part of the sporting experience itself, reaching audiences long after the final whistle.
“Branding spread largely through reshares of match footage. It generated billions of impressions beyond the scope of many existing regulations that focus on specific products or formal ads,” Dr Melina Magsumbol said.
Elite football offers sponsors more than visibility. It connects brands with national pride, athletic achievement and collective celebration. For public health advocates, that association can soften scrutiny of products linked to concerns around obesity, type 2 diabetes and heart disease.
Negi said the strategy “reliably perpetuates Coca-Cola's narrative” while obscuring health and environmental concerns. The researchers describe that process as digital sportswashing, arguing that social distribution can make commercial messaging appear organic.
The report calls for tighter digital advertising rules and restrictions on sports sponsorship by sweetened beverage companies. That places football authorities in a familiar bind: major tournaments depend on commercial partners, but the reach of those partnerships is increasingly difficult to separate from editorial coverage.
The next test will come with future tournaments and broadcaster strategies. The question is whether sponsor branding becomes more clearly labelled-or remains woven into the moments fans are most eager to share.