9 Ads per Minute: FIFA Cup 26 – "the price of the beautiful game"

The research, led by the University of Bristol in collaboration with the University of Oxford, is the first to examine harmful commodity branding across an entire FIFA World Cup. The team used the UK’s most powerful supercomputer, Isambard-AI, based at University of Bristol, to analyse all 172.6 hours of live play across the tournament’s 104 matches. The scale of potential exposure was extraordina...