The world's most-watched sporting event faced criticism Thursday, and not for a referee's contentious call.

Science writers for influential British medical journal "The Lancet" sharply criticized organizers of the 2006 soccer World Cup for allowing "inappropriate sponsors."

Corporations promoting sugary soft drinks, alcoholic beverages and fatty fast food have values inconsistent with those of world-class athletes, the journal wrote in a commentary piece in the June 17 issue.

McDonald's, Budweiser and Coca-Cola are among the tournament's private sponsors.

But FIFA defended their sponsors, saying they were partners in several social programs around the world.

The journal also criticized private sponsorship of other major sporting events, including the 2012 Olympic Games to be held in London.

"The Games aim to inspire a new generation to greater sporting activity and achievement, helping to foster a healthy and active nation," scientists Jeff Collins and Ross MacKenzie wrote, quoting the Olympic mission statement. "(That is) an ambition we find difficult to reconcile with McDonald's and Coca-Cola as official sponsors."

The pair also criticized the international soccer federation FIFA for backtracking on earlier efforts to make soccer "tobacco-free." FIFA won an award from the World Health Organization only four years ago for cracking down on tobacco use at soccer events.

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