Coca Cola and Budweiser are among the “unhealthy products” criticised by a major cancer charity over their sponsorship of this summer’s World Cup.

The World Cancer Research Fund labelled FIFA’s partnership with the brands an “own goal” that would encourage young football fans to adopt unhealthy diets.

“It is disappointing that these companies have been chosen as sponsors and partners,” said the charity’s general manager, Teresa Nightingale.

“The FIFA website describes sponsorship as an opportunity to promote brands on a global basis and we would argue that it is a real own goal to be giving this opportunity to companies that are known for unhealthy products."

But Ian Barber of the Advertising Association warned: "Without sponsorship, we would have fewer events like the World Cup to inspire young people, not to mention the scores of advertising-funded programmes aiming to keep kids active and healthy.

"If we are serious about improving child health, we need to find more ways to help kids choose the right lifestyle and less time on well-meaning but often poorly evidenced and mis-directed rhetoric."

Fast food chain McDonald’s is also a global partner of the tournament, while Tesco is England’s official World Cup supermarket.

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