Authored by: Dr Robin Ireland, Public Health Activist and Honorary Research Fellow, School of Health and Wellbeing, University of GlasgowFor many of us, the recent FIFA World Cup was a chance to enjoy football at its best in front of a global audience. But our pleasure was tempered by football’s governing body doing its utmost to commercialise every aspect of their money-spinning event. The fans at the games could be heard ‘booing’ every so-called hydration break,which were clearly created by FIFA to provide even more advertising slots in matches. The breaks themselves were sponsored by Powerade, a ‘sports drink’ owned by Coca-Cola.Alcohol producers were also prominent at the World Cup through FIFA’s commercial partnerships, with their brands (Budweiser and Michelob Ultra) featuring in television broadcasts, social media, and digital platforms. Historically, sport’s organisers have never been too embarrassed at who they get into bed with to ensure their competitions take place; never mind the consequences on our health. FIFA’s actions in creating new rules to benefit their commercial partners were also a feature of cricket’s governing body’s activities 60 years’ ago. Whilst limited overs cricket began in India in 1951, England introduced made-for-television commercialised versions in the 1960s with early sponsorship provided by Gilette and then the tobacco brands Rothman’s and John Player.The introduction of Twenty20 (T20) cricket in 2001 provided a perfect platform for television audiences, and fast-food companies were quick to associate their brands with this entertainment-focused section of the sport. Since the Indian Premier League (IPL) began in 2008, it has become the richest and most spectacular T20 competition. Its format and business model have helped create new marketing opportunities globally. The Australian T20 league has been called the KFC Big Bash League since it launched in 2011. Logos appear everywhere from players’ uniforms, in reports featuring match statistics, and even on the playing surface itself. In England, a new cricket competition modelled on the IPL, the Hundred (matches feature100 balls faced by each team) was introduced in 2021 with its main sponsor being KP Snacks. Its brands (including products high in fat and salt) appeared prominently on the players’ shirts.The 23rd edition of the Commonwealth Games, which is taking part in Glasgow, Scotland, in July and August this year, is being attended by athletes from 74 nations and territories. Unlike either the FIFA Men’s World Cup or the Indian Premier League, it will have been much harder for the Games organisers’, the Commonwealth Games Federation, to secure financial backing. Indeed, the intended hosts, the Australian state of Victoria, dropped out in 2023 citing mounting costs. Glasgow agreed to host the competition on the proviso that no public money would be involved. According to the press, the Games will cost £150m with £50m coming from “ticketing, sponsorship, broadcast rights and merchandise” (BBC Scotland, 22 July 2026).The Glasgow Games have a number of ‘Official Event Partners’ (or sponsors) including the Indian dairy conglomerate, Amul. More concerningly though, Coca-Cola are acting as the Official Soft Drinks Partner and Jubel as the Games’ Official Beer. The link between sugary drinks and the worldwide increase in the prevalence of obesity and type 2 diabetes is well known. Even beyond the impact on personal health, the negative effects of soft drinks on environmental health are less well discussed. In a time of rapid and damaging climate change, the water footprint of a can of coke is high. If we include its raw ingredients, its packaging, and its factory production, it may take 15 to 35 litres of water to produce per can. There is a strong argument that alcohol sponsorship should not be allowed anywhere near sport with its large audience of young people. Alcohol companies have become adept at promoting their zero-brand options and using ‘alibi’ marketing techniques which rely on slogans, familiar colours and logos of brands to avoid explicit references to alcohol. In both instances though, research shows that young people still see them simply as advertising for alcohol.Whilst I am sympathetic to sports organisers, surely events should simply not take place if they are driven by alcohol and ultra-processed food company financing, which by its very nature, is designed to encourage consumption of unhealthy products? We need to seek better healthier alternatives. If tobacco company sponsorship has been largely driven out of sport, surely we can take the same position on alcohol, unhealthy food and drinks?The development of international sport has been driven by media platforms and the marketing activity of multinational corporations. Commodification of all aspects of sport – FIFA are even selling small pieces of the MetLife Stadium pitch where the World Cup Final took place – is being prioritised over any semblance of morality and ethics. However, as we have seen at the World Cup, sports fans may just start pushing back at this overt commercialisation. The long-term consequences for brands wishing to benefit from the feelgood aspects of live sport might make companies start to think twice!