FIFA World Cup
Features
The Hacking Jersey – Cristal & the Peruvian Football Federation
Around Peru’s World Cup 2018 away play-off match against New Zealand, national-team sponsor Cristal ‘hacked’ the opposition team’s shirt so the stadium in Wellington appeared full of away support.
RFEF renews major partnership with Seat, finds Seur, extends with Pelayo, Sanitas
Spain’s national football federation has inked three renewals and one new partnership in this year’s first quarter, raising at least €5.5m ($6.2m) in sponsorship revenue.
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US Soccer launches seven-figure Volkswagen deal, invests in grassroots
German car brand Volkswagen will pay just under $7m (€6.1m/£5.2m) per year to partner with US Soccer, America’s national football federation.
Visa targets new business with Uefa and Afcon deals, says chief brand officer
Visa decided to sponsor women’s football in Europe and the men’s African Cup of Nations because it was pursuing “targeted opportunities” among women and mobile payment adopters respectively.
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National teams World Cup activations round-up
This article looks at three activation campaigns run by national team sponsors throughout the 2018 Fifa World Cup.
Argentina cashes in on regional partnerships with Chinese brands
The Argentine Football Association added over $1m (€0.9m) in new sponsorship revenue ahead of the 2018 World Cup, striking its first regional partnerships with a quartet of Chinese brands.
Budweiser blows rivals ‘out of the water’ at FA, Mars downsizes
Premium beer brand Budweiser has overcome fierce competition in the Football Association’s beer category to become the sole beer partner, taking all three key assets in the portfolio.
FFF to exceed €100m mark in annual partner income
he Fédération Française de Football will earn more than €100m ($116m) per season in sponsorship from the 2018-19 season, after a round of renewals and an adjustment of the sponsorship hierarchy to give…
Legacy of the Blatter regime weighed heavily on Fifa’s Regional Partner programme
Fifa sold eight of its 20 third-tier Regional Supporter slots for the 2018 World Cup, priced at between $8m (€6.8
Budweiser’s World Cup spend to drive sales and share of voice
AB InBev’s activation spend on its official beer sponsorship of the upcoming Fifa World Cup in Russia will be the beer group’s biggest yet – commensurate with the importance of the event as a showcase of the Budweiser brand.