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The Conversation

Richard Purves, Senior Research Fellow in Social Marketing and Health, University of Stirling

The 2026 World Cup has been a tournament where alcohol brands hoped to win influence through sponsorship

Alcohol World Cup Fifa Football AB InBev Entertainment

Freer/Shutterstock

The 2026 men’s football World Cup has provided great goals, shock results and plenty of entertainment. It has also been extremely lucrative, earning Fifa billions of dollars in broadcasting rights, ticket sales and commercial sponsorship.

Those commercial partnerships include alcohol producers, whose brands have appeared across television broadcasts, digital platforms, social media and stadiums.

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