Fifa

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.
Football
Sponsorship & Marketing

Fifa has officially announced that Qatar Airways has renewed as a top-tier 'Fifa Partner' until 2030
Football

Small business accounting software firm Xero improved brand perception in the UK with its ‘Dream Bigger’ 2023 Women’s World Cup campaign.
Football

SportBusiness Sponsorship examines how Unilever supported its alignment with this year’s Fifa Women’s World Cup with several grassroots initiatives.
Football
Industry Moves

Luis Rodriguez, the former IMG football executive in the Americas, has left his role as head of global partnership sales at Fifa to return home to Mexico
Football
Sponsorship & Marketing

Visa and Qatar Airways have renewed their top-tier Fifa Partner deals, covering all of the global football federation's major men’s, women’s and youth events, SportBusiness can exclusively reveal.
Football
Finance & Law

Fifa president Gianni Infantino has claimed that the 2023 Women’s World Cup had generated more than $570m (€524.4m) in revenue, allowing the world governing body to break even on the month-long tournament in Australia and New Zealand.
Football
Sponsorship & Marketing

Dairy products manufacturer Mengniu has extended its relationship with major Fifa tournaments until 2030 – underscoring the importance of Chinese sponsors to world football’s governing body in the nex…
Football
Sponsorship & Marketing

Fifa is claiming to have sold out sponsorship packages for the Women’s World Cup, which starts today (Thursday) in New Zealand and Australia, having announced late deals with watch brand Hublot and Brazilian b…
Football

Fifa left it late to reveal many of the sponsors for this year Women’s World Cup, announcing a host of eleventh-hour deals that echoed the last-minute nature of its media rights sales process.
Multiple Sports

Sports are turning to the Roblox multiverse to amplify existing sponsorships, monetise virtual merchandise and engage with difficult-to-reach younger audiences. Matthew Glendinning reports.