Fifa World Cup
Arbejdernes Landsbank seeks controversial exit from Danish football contract
Danish bank Arbejdernes Landsbank will not continue as a major sponsor of the Danish national football team for the 2022 World Cup in Qatar, in a move that has been associated with the treatment of migrant…
QNB signs as second Middle East and Africa supporter for 2022 World Cup
Doha-based banking group QNB Group has been named as an ‘Official Middle East and Africa Supporter’ and the ‘Official Qatari Bank’ of the 2022 World Cup in Qatar.
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Pitch Marketing and SDIsports set up The Football Collective joint venture
Sports marketing agencies Pitch Marketing Group and SDIsports have launched a joint venture to focus on the Fifa World Cups in 2022 and 2026
Peroni returns as beer sponsor of Italian Football Federation
Italian beer brand Peroni has returned as a sponsor of the Italian Football Federation (FIGC) until the 2022 World Cup in Qatar
Insurance brand ConTe.it inks Italian national football teams deal
ConTe.it, the Admiral Group-owned Italian insurance brand, has signed as an official partner of the Italian Football Federation (FIGC) in a three-year deal
Citibanamex World Cup – National Bank of Mexico & the Federación Mexicana de Fútbol
Citibanamex activated its Mexican national team sponsorship for the 2018 Fifa World Cup through AR, bots, a digital album, social content and a team-related competition.
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.
Pitch International brokers Fiat, Cimed, American Airlines deals for Brasil Global Tour
Sports marketing agency Pitch International has brokered three partnership deals for the Brasil Global Tour – the series of international friendlies played by Brazil’s national football team in the run …
Gazprom Neft partners Russian Football Union
Oil and gas company Gazprom Neft has signed as the Official Fuel Partner of the Russian men's football team and the Russian Football Union (RFU)
Guarana Antarctica renews major deal with Brazilian Football Confederation
Brazilian soft drinks brand Guarana Antarctica has renewed its partnership with the Brazilian Football Confederation (CBF) for eight more years
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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Qatar’s tax hike on alcohol presents World Cup headache for Budweiser
World Cup 2022 hosts Qatar has introduced a 100-per-cent alcohol tax – presenting a new sales challenge for Fifa’s official beer sponsor Budweiser at the tournament.
Octagon launches global events and hospitality division
Octagon Marketing has launched a dedicated Global Events and Hospitality Division to create and execute events and experiences for the agency’s roster of brand clients.
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.