Fifa World Cup

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

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

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

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

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

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

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

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

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

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

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

The Italian Football Federation (FIGC) has signed up Adidas as its kit supplier from January 2023 – ending its long-term association with rival brand Puma.
Football

Telco Claro has signed up as a regional sponsor of this year’s Fifa World Cup in Qatar.
Football

The Argentine Football Association has agreed a regional sponsorship deal covering Asia with betting brand W88
Football

Fifa has announced it will create dedicated sponsorship programmes for its women’s competitions and esports events for the first time at the end of the 2019-22 commercial rights cycle.
Football

Digital retail bank Nubank has been named as the second regional supporter in the South American market for the 2022 World Cup in Qatar