Fifa World Cup

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.

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

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.

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…

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…

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.

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.

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.

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.

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.

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

The German Football Federation (DFB) has the highest value major sponsorships at the 2022 World Cup The DFB’s combined kit supplier and main sponsorship rights are worth $79.2

Analysis by SportBusiness Sponsorship indicates Fifa has generated around $1.74bn (€1.67bn) in sponsorship income during its four-year sales cycle, culminating with the current World Cup in Qatar, a more than 4.6-per-cent increase from the previous four-year period when it generated $1.66bn from the sale of its sponsorship rights.

The rivalry between Adidas and Nike has become part of the World Cup spectacle. Adidas has used the tournament to prove its dominance in the football category, but Nike has, at times, pushed its rival to the limit – as revealed by their respective financial reports since the opening clash at the 1978 World Cup in France.

Fifa will almost certainly secure a big uplift in sponsorship income for the 2023-2026 cycle, culminating in the 2026 World Cup in the US, Mexico and Canada. However, it will struggle to achieve the kind of increase which Fifa president Gianni Infantino has mandated from his commercial team.

Blockchain technology company Algorand has announced it will no longer activate its sponsorship rights as a Regional Supporter of the current Fifa World Cup, revealing in a social media post that it plans…

SportBusiness Sponsorship analysis indicates Fifa has generated around $1.74bn (€1.67bn) in sponsorship income during its 2019-22 sales cycle, a more than 4.5 per-cent increase from the previous four-year period when it generated $1.66bn from the sale of its marketing rights.