The 2026 men's football World Cup has reignited a longstanding tension between sport and public health, according to a new analysis in The Lancet. The medical journal highlights the paradox of using the world's most popular competition to normalize alcohol consumption, pointing to lucrative sponsorship deals between FIFA and brewing giants like AB InBev. That the host nations have willingly supported such promotion has drawn particular surprise from researchers.
FIFA's profit-driven approach clashes with evidence linking alcohol to significant health harms, the commentary argues. By embedding alcohol marketing into the tournament's fabric, the organization risks normalizing a product responsible for millions of deaths annually. The authors question the ethics of leveraging a global audience—including children—for such promotion.
The piece notes AB InBev's long-standing partnership with FIFA, though specific financial terms were not disclosed. No new data on alcohol-related incidents during past tournaments was provided. Instead, the analysis relies on established research showing the influence of sports sponsorship on drinking behaviors, particularly among young people.
Public health advocates may push for stricter regulations on alcohol advertising during major sporting events. The commentary adds to calls for FIFA to reconsider its sponsorship model, potentially favoring healthier alternatives. However, any shift would likely face resistance given the billions in revenue at stake.
FIFA has not responded to the criticism. The organization maintains that its commercial partnerships enable global football development.