Study finds 93,000 harmful-product logos shown during FIFA World Cup 2026 broadcasts

Researchers from the University of Bristol and Oxford used the Isambard-AI supercomputer to analyse all 172.6 hours of live play across the tournament's 104 matches, finding over 93,000 visible brand appearances for unhealthy food, alcohol, gambling and speculative products. Food and drink brands made up 70% of these appearances, with soft drinks, fast food, sports drinks and crisps brands dominating exposure, which the team estimates generated 267 billion impressions in the UK alone.