September: world cup viewers | News and features | University of Bristol

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The scale of potential exposure was extraordinary. FIFA reported that nearly six billion people around the world engaged with the tournament, while broadcast records were broken in more than 30 countries. For the UK, the researchers estimated that harmful product advertising generated 267 billion impressions across the 53 broadcasts for which audience data were available.
The analysis counted advertising built into the match footage (e.g. on the hoardings), rather than commercials shown during advertising breaks. Harmful product branding appeared in every match and was visible during 39.3 hours of live play, almost a quarter of all live play. Viewers could not avoid this marketing without also missing some of the football.
Unhealthy food and drink brands were found to dominate the tournament's sponsorship, representing more than seven in ten (70.4%) of all branding detected. This was followed by prediction markets with 9,360 appearances, alcohol with 9,266, gambling with 6,429 and cryptocurrency with 2,632.
Exposure was heavily concentrated among a handful of globally recognised brands. A familiar soft drink brand accounted for the highest number of logos (21,893), followed by a major fast-food chain (13,915), a sports drink brand (12,777), and a popular crisps brand (12,087). Together, these four brands were responsible for 65% of all harmful commodity logos recorded during the tournament.
Dr Raffaello Rossi, Senior Lecturer in Marketing and Co-Director of the Bristol Hub for Gambling Harms Research at the University of Bristol, and co-author of the study, said: "As one of the world’s most watched sporting events, reaching billions of people, this year’s FIFA World Cup provided an unparalleled platform for advertising. Our findings reveal the sheer scale of branding embedded throughout tournament broadcasts, making exposure to unhealthy food, alcohol and gambling brands both omnipresent and unavoidable for viewers.
“This is particularly concerning given the substantial body of evidence linking marketing for unhealthy products, alcohol and gambling with increased consumption and a range of health, social and financial harms, especially among children and young people.”
Dr Elisa Becker, Researcher, Nuffield Department of Primary Care Health Sciences, University of Oxford, co-author of this study added: “We are facing a global crisis of childhood obesity and diet-related disease, yet the world’s biggest sporting event is saturated with marketing for unhealthy food and drinks. Sport should be part of the solution to poor health – not one of the world’s most powerful advertising platforms for the products driving it.”
A key issue highlighted by the research is that FIFA’s match footage, which featured the same embedded advertising around the pitch, was shared with broadcasters around the world, including in countries where alcohol, gambling or prediction markets advertising may be restricted or illegal.
Despite existing virtual board replacement technology which enables different advertising to be shown in different countries, findings from this report suggest FIFA’s commercial model failed to adequately account for national laws and cultural norms governing the promotion of harmful commodities. FIFA did not use this technology, and distributed World Cup footage containing embedded branding to countries where the use, advertisement, or purchase of some promoted products is not legal.
Dr Rossi added: “FIFA’s marketing deals appeared to show little respect for national laws and licensing regimes. The tournament featured around 16,000 gambling and prediction markets logos, with this advertising reaching a host of countries where the promoted brands were unlicensed, or where their legal status was uncertain. Indeed, one of the most advertised gambling brands listed licences in around 20 countries, while the World Cup was broadcast across more than 220 territories. Put plainly, audiences in the overwhelming majority of countries were shown advertising for a gambling operator that was not licensed locally.
“What makes this particularly disappointing is that the problem was avoidable. Technology previously used by the UEFA EURO 2024, already allows different countries to see different pitchside advertising, yet it was not used to remove or replace branding where products could not lawfully be advertised or offered.”
The researchers call for governments and regulators to ensure that marketing rules apply to commercial branding embedded within live sports broadcasts, backed by meaningful penalties. They also urge FIFA to adopt an independently developed public interest standard for commercial partnerships and use existing technology to remove or replace branding where products cannot lawfully be advertised or offered.
Dr Rossi said: “Collectively, our findings highlight how a tournament celebrated for bringing people together is, at the same time, acting as a powerful platform for promoting products associated with some of the world's leading causes of preventable illness and harm.”
Beth Bradshaw, Policy and Advocacy Lead, Obesity Health Alliance, added: “Sport has enormous power to positively influence children’s health, yet this latest research highlights a major loophole in efforts to protect children from unhealthy food marketing.
“Commercial brands use the passion and excitement of sport to sell products, and young fans are paying the price. The Government should act on the Health and Social Care Select Committee’s recommendation to extend advertising restrictions to sport and other emerging forms of marketing. If we're serious about raising the healthiest generation of children, unhealthy food brands should no longer be centre stage in the sports they love.”
Alex Ballinger MP, Co-Chair of the Gambling Reform APPG, said: “This research reveals the scale and pervasive presence of gambling-related advertising at the 2026 World Cup: logos and branding for gambling platforms, prediction markets, and cryptocurrency firms appeared over 18,000 times in FIFA’s broadcast footage of the tournament.
“It is especially concerning that children were exposed to these promotions. Such regular, repeated exposure encourages young fans to associate their heroes and the sport they love with gambling, while laundering the image of addictive, harmful products.
“As this study makes clear, our current rules and safeguards are inadequate. Urgent reform is needed to protect young and vulnerable fans and preserve the beautiful game.”
US Congressman, Paul Tonko commented: "Sports gambling has become embedded in every aspect of sports, with every moment of a match marketed as an opportunity to bet. This endless barrage is especially concerning for young fans, as studies confirm that exposure to gambling early in life is directly linked to problem gambling later. This is rapidly becoming the public health crisis of our generation. It’s clear that Congress needs to step in to provide minimum consumer safeguards for online sports gambling – whether done through prediction markets or traditional sportsbooks – by passing legislation like my SAFE Bet Act. I’ll keep pushing to pass this legislation that gets sports out of the hands of the gambling industry and back where they belong; with fans and families."
The report is the latest in a series of groundbreaking studies conducted by members of the University’s Bristol Hub for Gambling Harms Research, whose work has influenced public policy, strengthened consumer protection, and shaped more inclusive treatment services for those affected by gambling harms. The report was funded by the University of Bristol.
Report
‘The price of the beautiful game: how the biggest FIFA World Cup ever became a global platform for promoting harmful products’ by Saeid Moradipour, Elisa Becker, Ru Jia, Jamie Wheaton, Philip Newall, and Raffaello RossiFurther informationFurther information about this research
Results from this research were generated using an AI computer vision model developed by the research team on Bristol’s Isambard-AI, the UK’s most powerful AI supercomputer. Isambard-AI powered the analysis of 172.6 hours of live match footage from all 104 games played between 11 June and 19 July 2026.
Built and managed by the Bristol Centre for Supercomputing (BriCS), Isambard-AI now supports over 4000 users across 1000 projects in the UK. 
The model was trained to detect sponsorship and branding embedded within FIFA's centrally controlled world broadcast feed, rather than advertisements inserted by individual broadcasters.
For every logo the computer model identified, the model recorded which brand it belonged to, the match and second at which it appeared, how long it remained visible, and how many copies of that brand were on screen at the same time. The model also counted every visible representation of an included brand, whether it appeared as a brand logo, standalone symbol or written brand name.
Researchers determined which brands were classified as harmful based on their main products, with food and drink brands assessed against WHO nutrition standards and included if their core products were unhealthy, while alcohol, gambling, cryptocurrency and prediction markets brands were automatically classified as harmful because the risks associated with those products are already well established.
About BriCS 
The Bristol Centre for Supercomputing (BriCS), part of the University of Bristol, is a leading UK host for advanced high-performance computing and AI infrastructure. BriCS built and operates Isambard-AI, the UK's most powerful AI supercomputer and a cornerstone of the government funded AI Research Resource (AIRR). It powers breakthroughs in areas such as drug discovery, climate research, and robotics across academia and the private sector across 4000 users and 1000 projects.
BriCS also built and manage Isambard 3, one of the UK's most powerful CPU-based systems. Combining deep HPC expertise with rapid, modular deployment capability, BriCS positions Bristol and the UK as an international hub for AI-driven scientific discovery.
About Isambard-AI
Isambard-AI is the 4th greenest supercomputer in the world and the 13th most powerful. It is the fastest university-based supercomputer found anywhere in the world. 
Access is free to UK researchers and SMEs; applications are made via the Department for Business, Innovation, Science and Trade. 
Isambard-AI was built with £225m UK government funding and launched in 2025 by then SoS for DSIT, Peter Kyle. 
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Research conducted by the University of Bristol in collaboration with the University of Oxford analyzed the branding embedded throughout the FIFA World Cup to investigate the exposure of viewers to harmful commodities such as unhealthy food, alcohol, and gambling. The study utilized the UK’s Isambard-AI supercomputer to analyze 172.6 hours of live match footage across the 104 games, seeking to determine the scale of harmful commodity branding in global sporting events. The analysis revealed an extraordinary level of potential exposure, with the researchers estimating that harmful product advertising generated 267 billion impressions across the 53 broadcasts for which audience data were available in the UK.

The analysis demonstrated that harmful product branding was omnipresent, appearing in nearly a quarter of all live play, visible during 39.3 hours of live broadcast. Unhealthy food and drink brands were found to dominate the tournament's sponsorship, accounting for more than seventy point four percent of all detected branding. Furthermore, prediction markets, alcohol, gambling, and cryptocurrency brands also appeared frequently, with gambling-related logos and branding being present over eighteen thousand times in the broadcast footage. Exposure was heavily concentrated among a few globally recognized brands, with soft drink, fast-food chains, sports drinks, and crisps brands collectively responsible for sixty-five percent of all recorded harmful commodity logos.

Senior Lecturer in Marketing and Co-Director of the Bristol Hub for Gambling Harms Research at the University of Bristol, Dr Raffaello Rossi, noted that the World Cup provided an unparalleled platform for advertising, revealing the pervasive and unavoidable nature of exposure to unhealthy food, alcohol, and gambling brands for billions of viewers. Dr Elisa Becker, a co-author from the University of Oxford, highlighted the conflict between the global crisis of childhood obesity and the saturation of major sporting events with marketing for unhealthy products, suggesting that sport should function as a health-positive solution rather than a platform for products that drive poor health.

A critical issue identified by the research concerns the failure of FIFA’s commercial model to adequately respect national laws and cultural norms regarding the promotion of harmful commodities. The research indicated that FIFA distributed World Cup footage containing embedded branding to countries where the promotion, advertisement, or purchase of some promoted products, such as alcohol or gambling, is restricted or illegal. Despite the existence of virtual board replacement technology that allows for localized advertising, FIFA did not employ this technology to remove or replace branding where legal restrictions existed. This omission meant that audiences in the majority of countries were exposed to advertisements for gambling operators that were not locally licensed.

The researchers called for systemic changes, urging governments and regulators to establish marketing rules that apply to commercial branding within live sports broadcasts, accompanied by meaningful penalties. They also recommended that FIFA adopt an independently developed public interest standard for commercial partnerships and utilize existing technology to ensure that branding is removed or replaced where legal advertising is prohibited. The findings underscore how a globally celebrated event can simultaneously function as a powerful platform promoting products associated with preventable illness and harm. Furthermore, the study emphasized the need for action regarding gambling advertising, noting that exposure to such promotions amongst young fans encourages associations with addictive products, prompting calls for legislative reform to provide consumer safeguards for online sports gambling.