Fifa World Cup

Football

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
Football
Sponsorship & Marketing

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.
Football

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.
Football

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.
Football
Licensing & Merchandising

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…
Football

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.
Football
Media

An average audience of 9.2 million people tuned into German broadcaster ARD’s coverage of the 2022 Fifa World Cup match between Germany and Japan amid new protests against Fifa’s ban on ‘OneLove’ armbands.
Football
Sponsorship & Marketing

Sports betting firm Betano has become Fifa's first gambling sponsor with a last-minute deal announced after the 2022 World Cup kicked off in Qatar
Football
Sponsorship & Marketing

Chinese manufacturer Yadea was announced as a regional supporter of the 2022 Fifa World Cup on the eve of the tournament's kick-off. Yadea makes electric vehicles including e-bikes and scooters
Football
Sponsorship & Marketing

Qatari officials have banned beer sales at stadiums two days before the start of the 2022 Fifa World Cup in a stunning move affecting Fifa sponsor Budweiser
Football
Sponsorship & Marketing

Fifa stalled on a sponsorship renewal offer from Hyundai in 2019 worth more than $300m (€291.9
Football

When Fifa organised the first World Cup in Uruguay in 1930, the event and the objectives of the federation were very different to the ones we recognise today
Football
Sponsorship & Marketing

Dairy group Amul has become the Portuguese men's national football team's first regional sponsor in India
Football

Association with Qatar being toned down or excluded completely in some activations Coca-Cola, Adidas, McDonald’s, Budweiser take stance on worker rights; others remain silent
Football
Sponsorship & Marketing

Fifa has announced a branded licensing deal with mental wellness app Calm ahead of the men’s World Cup in Qatar.
Football
Sponsorship & Marketing

The French Football Federation (FFF) has received a modified proposal from its national team players for the handling of player image rights after the World Cup in Qatar
Football
Licensing & Merchandising

KFC France has distanced itself from comments made by one of its leading executives on the dispute between the French Football Federation (FFF) and star player Kylian Mbappé over player image rights.
Football
Sponsorship & Marketing

Chinese real estate agency Wanda Real Estate has reached a regional sponsorship agreement with the Argentine Football (AFA) for the Chinese territory.