> Our findings reveal the sheer scale of branding embedded throughout tournament broadcasts, making exposure to unhealthy food, alcohol and gambling brands both omnipresent and unavoidable for viewers.

Do we really need an academic study to tell us that yes, there were ads on the sides of the football pitch at the World Cup, and that FIFA's choice of sponsors is questionable (but hey, questionable sponsors pay better than less questionable ones)?

To quote one of my teachers, "you may read the Constitution and think it's all obvious, that it's like writing a law that says people need air to live. The problem is, if you don't explicitly write it down someone may actually try to steal the air".

I didn't need someone to tell me that FIFA is full of ads. But studies like this provide a precise, measurable target to work with.