Fifa

Football
Sponsorship & Marketing

AB InBev is in advanced discussions to become the second brand to sponsor next year’s Fifa Club World Cup in what would be a further commercial boost to the competition.
Multiple Sports

Nick Kelly, vice president sponsorship and partnerships at Verizon, explains how the company uses its sponsorship portfolio to reward customers and showcase its connectivity services.
Football
Sponsorship & Marketing

Hisense has become the first brand to sponsor the 2025 Fifa Club World Cup, kickstarting the commercial programme for the competition that has so far failed to catch fire.
Football
Sponsorship & Marketing

Fifa has come under fire for its sponsorship deal with Saudi oil giant Aramco after more than 100 female footballers signed a scathing letter urging the governing body to ditch the agreement.
Football

SportBusiness Sponsorship speaks to Willem Dinger, global head of sport and entertainment partnerships at Unilever, and Kathryn Swallow, global brand vice president for the company's Rexona deodorant brand.
Football
Sponsorship & Marketing

Chinese technology company Lenovo has signed as a top-tier sponsor for the coming World Cup cycle, taking over the seventh Fifa Partner berth with world football’s governing body.
Multiple Sports
Sponsorship & Marketing

Formula 1 and the Fifa men’s World Cup are the ‘hottest’ sponsorship properties in sport according to a global survey of industry subscribers conducted by SportBusiness Sponsorship.
Esports
Events

Fifa has further signalled its intent to move on from its long-standing relationship with EA Sports by agreeing a partnership with the US video game developer’s Japanese rival.
Football
Sponsorship & Marketing

Verizon is the third US-based brand in a month to sign up as a 2026 Fifa World Cup sponsor, after Bank of America and Frito-Lay.
Football

Bank of America chose to acquire global rather than regional sponsorship rights for the North America-hosted 2026 World Cup because it wanted to demonstrate it is an “international firm with international clients," according to CMO David Tyrie.
Football
Sponsorship & Marketing

PepsiCo-owned snack brand Frito-Lay has become the latest US-based company to extend its relationship with Fifa in a deal to become an Official Sponsor of the 2026 Fifa Men’s World Cup and the 2027 Women’s World Cup.
Football

Bank of America has joined fellow US-based company AB InBev in setting a new bar for rights fees associated with the men's World Cup Sponsor tier.  
Football
Sponsorship & Marketing

Bank of America was today (Thursday) unveiled as a major sponsor for the 2026 men's Fifa World Cup, in what represents the governing body’s first high-level deal in the banking category.
Football
Sponsorship & Marketing

Following months of speculation, Fifa today confirmed a four-year global sponsorship agreement with Saudi Arabia-owned oil firm Aramco.
Football
Finance & Law

World governing body FIFA enjoyed income of $1.17bn (€1.07bn) in 2023, boosted by strong commercial revenues from the Women’s World Cup in Australia and New Zealand.
Football
Sponsorship & Marketing

Fifa is locked in a dispute with Dalian Wanda, one of its highest-paying sponsors, and has ceased activating the company’s sponsorship rights after the company missed scheduled payments in its contract with the federation.
Football
Sponsorship & Marketing

Fifa has officially announced an extension of its top-tier sponsorship agreement with Visa, expanding its existing deal with the payment services brand that covers its women’s football competitions.
Football

Budweiser created a buzz around last winter’s World Cup in Qatar, despite the unexpected ban on in-stadium alcohol sales.