Kick Big Soda Out 2025 Hits 255,000 Signatures to End FIFA Coca-Cola Deal

A global movement is gaining strength as health leaders and advocates push FIFA to cut ties with Coca-Cola over concerns about sugary drinks and public health.

Mounting Pressure on FIFA Over Coca-Cola Sponsorship

A powerful coalition of global health experts and advocates is calling on FIFA to end its decades-long partnership with Coca-Cola, accusing the company of sportswashing the health harms linked to its sugary drinks. The Kick Big Soda Out campaign argues that Coca-Cola's sponsorship directly contradicts FIFA's stated commitments to health and fair play. As the 2025 FIFA Club World Cup approaches, campaigners are urging immediate action to protect fans—especially children—from misleading brand associations.

Global Momentum and Public Support

Kick Big Soda Out gained significant momentum during the 2024 Paris Olympics, where over 255,000 people signed a petition and 93 organizations called on the International Olympic Committee to end its Coca-Cola partnership. Despite this groundswell, a Vital Strategies report revealed that 78% of media coverage portrayed Coca-Cola's sponsorship in a positive light, focusing on brand promotion, shared values, or economic benefits. Only 2% of articles criticized the partnership as a primary theme, raising issues such as exploitation, health risks, or unethical practices.

Health Concerns and Accusations of Sportswashing

“FIFA claims to champion health, but its deep ties with Coca-Cola say otherwise,” said Trish Cotter, Vital Strategies. “By giving Coca-Cola a platform across stadiums, broadcasts and social media, FIFA is promoting a product linked to rising rates of obesity, Type 2 diabetes and heart disease. This is blatant 'sportswashing,' and it erodes both public health and FIFA's credibility.”

The campaign highlights how the widespread visibility of Coca-Cola at major sporting events, including stadiums, broadcasts, and social media, normalizes sugary drinks and undermines global efforts to combat noncommunicable diseases. With childhood obesity, Type 2 diabetes, and heart disease on the rise worldwide, public health advocates argue that FIFA’s continued partnership with Coca-Cola sends the wrong message to fans and especially to children.

Calls for Integrity and Change

Now, football fans and advocates are demanding FIFA end its partnership with Coca-Cola in the second wave of Kick Big Soda Out, spreading the message across YouTube, Instagram, and Facebook.

“FIFA can choose to protect the integrity of football, rather than continue to give corporations an unparalleled opportunity to sanitize their image,” said Dr. Simón Barquera, President, World Obesity Federation. “By rejecting Big Soda, FIFA can finally practice what it preaches.”

The campaign also draws attention to the aggressive marketing tactics of soda companies, particularly in low-income countries where noncommunicable diseases are rising at alarming rates. Kick Big Soda Out points to mounting global evidence linking excess sugar consumption to serious health problems and criticizes Big Soda for targeting vulnerable populations.

Protecting Children’s Health

“This is a decisive moment for FIFA. Big Soda advertising encourages unhealthy choices among children. Restricting marketing is essential to support children's health and wellbeing,” said Carolina Piñeros, Red PaPaz.

Advocates stress that restricting marketing of sugary drinks is essential to support children’s health and wellbeing. They argue that FIFA, as a global sports leader, has a responsibility to align its sponsorships with its health commitments and to protect the next generation of football fans from unhealthy influences.

How to Join the Movement

Supporters can join the movement demanding FIFA end its Coca-Cola partnership at www.kickbigsodaout.org and use #KickBigSodaOutofSport to join the conversation.

As the 2025 FIFA Club World Cup draws near, the pressure is mounting on FIFA to take a stand for public health and reconsider its relationship with Big Soda. With hundreds of thousands already lending their voices, the call for change is louder than ever.