# Canada Should Ban Fossil Fuel Ads Before 2026 World Cup, Advocates Say
Toronto City Council should move to ban fossil fuel advertising before the city hosts the 2026 FIFA World Cup, according to environmental advocates who point to Saudi Aramco's sponsorship of the tournament.
Saudi Aramco, the Saudi state oil company, signed a multi-year deal as the official energy partner of FIFA. The sponsorship gives the petroleum giant prominent branding at World Cup events and affiliated advertising space. Advocates argue that hosting the tournament while allowing such sponsorships contradicts climate commitments Toronto and Canada have made.
The call comes as several cities globally have already restricted or banned fossil fuel advertising. Vancouver passed restrictions on oil and gas promotions in public spaces. The European Union has moved toward stricter rules on energy sector marketing that emphasizes environmental credentials.
Environmental groups contend that fossil fuel advertising normalizes carbon-intensive energy sources while governments simultaneously pledge to reduce emissions. They say hosting a major event like the World Cup amplifies these messages and sends mixed signals about climate priorities.
Toronto City Council discussed fossil fuel advertising restrictions in previous sessions but did not advance legislation. The 2026 World Cup, which will be co-hosted in Canada, the United States, and Mexico, offers a fresh opportunity to revive that conversation and establish a policy before the tournament.
Supporters of the ban note that cities have precedent for restricting certain advertisements during major events. The move would align Toronto's World Cup hosting role with its stated climate goals and demonstrate commitment beyond rhetorical pledges.
FIFA's partnership with Saudi Aramco remains controversial among climate advocates and organizations focused on energy transition. The sponsorship highlights tensions between major sporting events and fossil fuel industries at a time when countries face pressure to accelerate renewable energy adoption and meet climate targets.