Millions of children will be subjected to the advertising of unhealthy food and drinks as a result of World Cup sponsorship agreements, according to World Cancer Research Fund (WCRF).

McDonald's, Coca Cola and Budweiser are among the companies which will be sponsoring this summer's event, with the cancer charity calling on parents to "counteract" the effect on children by promoting healthy eating. WCRF has expressed concern that advertising unhealthy food and drink during the World Cup, particularly on television, is thought to be a cause of childhood obesity.

Teresa Nightingale, general manager for WCRF, said: "There is no doubt that when it comes to the fight against childhood obesity, football can be a force for good because it is a type of physical activity that is accessible to almost everyone. "But we are raising our concerns about the sponsors and partners for the World Cup so that parents can be aware of the potential effect that this kind of marketing can have on children."