Fifa World Cup
Growth in World Cup Sponsor tier drives uptick in Fifa marketing revenues
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.
ARD audience for Germany’s World Cup opener dips below 10m as armband row continues
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.
Betano claims betting first with Fifa World Cup sponsor deal
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
Electric two-wheeler brand Yadea becomes Asia-Pacific regional World Cup partner
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
Fifa on collision course with Budweiser after Qatar bans beer sales at World Cup stadiums
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
EXCLUSIVE: Fifa stalled on Hyundai renewal worth $300m-plus per cycle
Fifa stalled on a sponsorship renewal offer from Hyundai in 2019 worth more than $300m (€291.9
1950-2018: A history of sponsorship at the Fifa World Cup
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
Amul becomes Indian regional sponsor of Portugal football team
Dairy group Amul has become the Portuguese men's national football team's first regional sponsor in India
Sponsors rethink Qatar activations in response to human rights issues
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
Fifa agrees sponsorship with mindfulness app Calm
Fifa has announced a branded licensing deal with mental wellness app Calm ahead of the men’s World Cup in Qatar.
France players submit revised image rights proposal to FFF
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
KFC France distances itself from criticism of FFF player image rights decision
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.
Wanda Real Estate signs Argentina team sponsorship in Wanda Sports-brokered deal
Chinese real estate agency Wanda Real Estate has reached a regional sponsorship agreement with the Argentine Football (AFA) for the Chinese territory.
Adidas to replace Puma as ‘Azzurri’ kit supplier
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.
Claro on board as World Cup regional sponsor in South America
Telco Claro has signed up as a regional sponsor of this year’s Fifa World Cup in Qatar.
Argentine FA agrees Asia regional sponsorship deal with W88
The Argentine Football Association has agreed a regional sponsorship deal covering Asia with betting brand W88
Fifa to unbundle women’s football and esports sponsorship under new model
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.
Nubank adds to Fifa’s South American supporter portfolio for Qatar 2022
Digital retail bank Nubank has been named as the second regional supporter in the South American market for the 2022 World Cup in Qatar