To the dismay of public health experts, it has become common to see fast-food and sugary drinks companies sponsoring major sporting events. The 2014 FIFA World Cup, which started this week in Brazil, is no exception, as highlighted in a letter in today's issue by Thiago Hérick de Sá. FIFA's partners include soft-drink firm Coca Cola and its sponsors include fast-food giant McDonald's and beer company Budweiser. (Editorial)