Fifa World Cup

Football

SportBusiness Sponsorship speaks to Willem Dinger, global head of sport and entertainment partnerships at Unilever, and Kathryn Swallow, global brand vice president for the company's Rexona deodorant brand.
Football

Bank of America chose to acquire global rather than regional sponsorship rights for the North America-hosted 2026 World Cup because it wanted to demonstrate it is an “international firm with international clients," according to CMO David Tyrie.
Football
Sponsorship & Marketing

PepsiCo-owned snack brand Frito-Lay has become the latest US-based company to extend its relationship with Fifa in a deal to become an Official Sponsor of the 2026 Fifa Men’s World Cup and the 2027 Women’s World Cup.
Football

Bank of America has joined fellow US-based company AB InBev in setting a new bar for rights fees associated with the men's World Cup Sponsor tier.  
Football
Sponsorship & Marketing

The Argentinian Football Association has appointed IMG as its exclusive sponsorship agency in the Asia Pacific region (APAC), as part of a two-year deal that will run from 2025 to 2026.
Football
Sponsorship & Marketing

The Football Association of Ireland (FAI) has ended a four-year search for a main national team sponsor by announcing Sky Ireland as the primary partner of the men's senior side until 2028.
Football
Sponsorship & Marketing

Fifa has officially announced an extension of its top-tier sponsorship agreement with Visa, expanding its existing deal with the payment services brand that covers its women’s football competitions.
Football

Budweiser created a buzz around last winter’s World Cup in Qatar, despite the unexpected ban on in-stadium alcohol sales.
Multiple Sports

Crypto.com’s sponsorship of last year’s Fifa men’s World Cup generated a spike in visits to its website and communicated ‘staying power and solidity’, according to CMO Steven Kalifowitz.
Football
Sponsorship & Marketing

Visa and Qatar Airways have renewed their top-tier Fifa Partner deals, covering all of the global football federation's major men’s, women’s and youth events, SportBusiness can exclusively reveal.
Football
Sponsorship & Marketing

The Argentinian Football Association (AFA) is continuing to reap the commercial benefits of being men's World Champions, signing another regional sponsorship deal covering parts of Asia, this time with…
Football
Sponsorship & Marketing

Dairy products manufacturer Mengniu has extended its relationship with major Fifa tournaments until 2030 – underscoring the importance of Chinese sponsors to world football’s governing body in the nex…
Football
Sponsorship & Marketing

The Argentinian Football Association has disputed claims that ‘contractual breaches’ were behind Binance’s severance of the cryptocurrency exchange’s ‘main global sponsor’ deal with the federation.
Multiple Sports

Sports are turning to the Roblox multiverse to amplify existing sponsorships, monetise virtual merchandise and engage with difficult-to-reach younger audiences. Matthew Glendinning reports.
Football
Sponsorship & Marketing

AB InBev has expanded its relationship with Fifa, agreeing a new sponsorship deal covering the 2026 men's Fifa World Cup, as well as adding the rights to this year’s Women’s World Cup.
Football
Sponsorship & Marketing

McDonald’s, the fast food chain, has signed a new contract with Fifa to remain as a World Cup sponsor until the 2026 edition in the United States, Canada and Mexico.
Football

The Italian Football Federation believes its new kit supplier deal with Adidas will act as a spur to sponsorship growth in the next commercial cycle following Italy’s failure to qualify for the World Cup in Qatar.
Football
Sponsorship & Marketing

The German Football Association (DFB) has appointed IMG as its exclusive sponsorship agency for APAC to drive new opportunities for the organisation across the region