Movendi International has launched a global campaign to document and expose alcohol marketing during the FIFA World Cup. The initiative has been developed together with Movendi members from Kenya, Latvia, Mongolia, Sri Lanka, and Zimbabwe, with young people at the centre of the work. Movendi points out that the tournament will reach a massive global audience, including children and young people, while alcohol companies see the World Cup as a major sales opportunity.

The campaign highlights how alcohol branding becomes part of football culture through stadium advertising, shirts, fan zones, social media, and other forms of promotion. Movendi argues that this normalises alcohol from childhood onwards and makes it appear to be a natural part of sport. The organisation also connects this concern with evidence showing that alcohol advertising can capture attention, increase craving, and drive consumption.

Through an online reporting tool, people around the world are invited to submit examples of alcohol marketing linked to the World Cup. Movendi says the collected material will be used to build a case library, visualise public concern about alcohol sponsorship in sport, prepare a dedicated report and communication campaign, and support advocacy to better protect sport from alcohol sponsorship. The campaign is therefore not only about monitoring marketing during one tournament, but also about strengthening the case for stronger rules on alcohol advertising and sponsorship globally.

Find more from Movendi International (June 2026)