Coca-Cola Accused of Using 2026 World Cup to Bypass Mexico’s Health Laws

Mexico City — The arrival of the 2026 FIFA World Cup in Mexico has already sparked controversy, with a French newspaper accusing Coca-Cola of using the tournament to push advertising that undermines the country’s public health policies on sugary drinks.

An investigation by Le Monde, authored by journalist Anne Vigna, alleges that the beverage giant is leveraging the World Cup to strengthen its commercial presence in Mexico, despite the well-documented links between excessive soda consumption and diseases such as diabetes, obesity, and overweight.

The report highlights an event on March 3, when President Claudia Sheinbaum received the World Cup trophy during her morning press conference. Coca-Cola representatives presented the official trophy in front of national cameras, with the company’s logos prominently displayed behind the presidential podium. Executives emphasized the historic relationship between the company and Mexico.

Coca-Cola Mexico President Louis Balat stated that the company aims to “build a better future together” and offered collaboration with the federal government. According to Le Monde, the scene caused discomfort given the ongoing debate over the health impact of sugary drinks.

Mexico has one of the highest rates of soda consumption in the world. Official data cited in the report indicate that about 75% of the adult population is overweight or obese, while nearly 18% live with diabetes mellitus. Public health experts have long warned about the effects of excess sugar in industrialized beverages, leading Mexico to implement measures such as special taxes, front-of-package warning labels, and advertising restrictions targeting children.

However, Le Monde argues that the 2026 World Cup opens a new window for massive marketing campaigns linked to soda brands.

As an official FIFA sponsor, Coca-Cola plans to display the World Cup trophy in several host cities ahead of the tournament’s opening on June 11, 2026, in Mexico City. Mexico will co-host the event with the United States and Canada, though it will only host 13 matches, none beyond the round of 16.

The company has already launched special promotions tied to the sporting event. One recent offering, sold at Walmart Mexico and Sam’s Club Mexico for about 1,020 pesos ($55), includes 24 cans of soda (235 ml each) and a commemorative jersey produced by Adidas Mexico in collaboration with the Mexican national team. The jerseys come in red and black, though the company clarified they are not the official uniforms worn by players during the World Cup.

While authorities promote campaigns to reduce sugar consumption and encourage healthy habits, civil organizations have questioned why sugary drink brands maintain a dominant presence in mass sporting events that reach millions of people.