Alrosa completes European sponsor line-up for World Cup

State-controlled diamond miner Alrosa has been unveiled as the fourth and final European regional supporter of this year’s Fifa World Cup in Russia.

Alrosa joins Alfa-Bank, Rostelecom and Russian Railways as regional sponsors of the national team football tournament, which runs from June 14 to July 15.

Alrosa has been granted brand association rights for the region, along with promotional rights on social media. The company will benefit from exposure on LED boards at World Cup stadia, as well as product exposure in selected areas of venues.

“With the Fifa World Cup just around the corner, we are very pleased to have another strong stakeholder like Alrosa on board,” Fifa’s chief commercial officer Philippe Le Floc’h said. “The tournament will be a celebration of football in Russia and all over the globe. It is also an incredible international marketing platform, reaching billions of people in every single territory in the world.”