AI Insight
This correspondence addresses the continued promotion of alcohol at the 2026 men's football World Cup through major sponsorships. The authors highlight the contradiction between using the world's most popular sport to normalize alcohol consumption while FIFA pursues profit through partnerships with brewing companies like AB InBev. The piece questions why host countries support such alcohol promotion strategies.
Why it matters
The use of globally watched sporting events to promote alcohol consumption has significant public health implications, particularly given alcohol's association with numerous health harms. This raises important questions about the responsibility of international sporting organizations and governments in balancing commercial interests against public health priorities.
Understand the Science
In the midst of the 2026 men’s football World Cup, the paradox of using the world’s most popular sport to normalise and promote alcohol consumption has resurfaced. Although it is understandable that an organisation like the International Federation of Association Football (FIFA) would seek to maximise its profits through sponsorships from brewing giants, such as AB InBev (Leuven, Belgium), the willingness of host countries to support alcohol consumption is surprising.1–3
Source: [Correspondence] The beautiful ad: alcohol promotion at the 2026 men's World Cup