Fifa World Cup
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.
Budweiser blows rivals ‘out of the water’ at FA, Mars downsizes
Premium beer brand Budweiser has overcome fierce competition in the Football Association’s beer category to become the sole beer partner, taking all three key assets in the portfolio.
FFF to exceed €100m mark in annual partner income
he Fédération Française de Football will earn more than €100m ($116m) per season in sponsorship from the 2018-19 season, after a round of renewals and an adjustment of the sponsorship hierarchy to give…
Legacy of the Blatter regime weighed heavily on Fifa’s Regional Partner programme
Fifa sold eight of its 20 third-tier Regional Supporter slots for the 2018 World Cup, priced at between $8m (€6.8
Budweiser’s World Cup spend to drive sales and share of voice
AB InBev’s activation spend on its official beer sponsorship of the upcoming Fifa World Cup in Russia will be the beer group’s biggest yet – commensurate with the importance of the event as a showcase of the Budweiser brand.