The FIFA World Cup is the pinnacle of international football, and every four years, it captivates audiences from all over the world. In June 2018, we saw an end to the long-standing duopoly in the world of men’s football when France beat Croatia in a thrilling final in Russia. The second largest sporting event after the Olympics attracts more than a billion viewers globally, and this makes it one of the most effective marketing platforms for advertisers. The FIFA World Cup is also one of the most lucrative tournaments for sponsors. The sponsor package for the 2014 edition was sold out at $105 million the highest price ever paid for a tournament sponsorship deal. It was more than double what sponsors had paid for any previous World Cup. Read on to know more about the sponsorship packages available with different partners during this year’s FIFA World Cup and how you can avail of them as an advertiser.
What are the different packages for FIFA World Cup Sponsors?
The FIFA World Cup features a host of advertising partners who are given exclusive sponsorship rights in return for paying a significant amount of money. The value of these sponsorship deals varies depending on the type of deal that is signed. The main categories of sponsorship packages include:
- Official sponsors: This is the highest-value sponsorship package. Only one company is awarded this status for the duration of the tournament. Official sponsors are allowed to use the official FIFA trademarks, including the FIFA World Cup logo, on their marketing materials, and in their stadiums. They also get to host hospitality events for the FIFA officials, and their employees get special passes to attend the matches.
- Rest of the world sponsors: These are the sponsors who are not from the host country. The rights are limited to the host nation’s territory.
- Host nation sponsors: In the host nation, FIFA signs a deal with one company to serve as the host nation sponsor. The host nation sponsors can use FIFA and World Cup trademarks in their marketing materials.
- Official suppliers and partners: Official suppliers and partners are not allowed to use the FIFA or World Cup trademarks in their marketing materials. However, they are allowed to use the FIFA or World Cup logos or the company name or logo in their stadium entrances.
- Officially licensed products and services providers: These providers are not allowed to use any of the FIFA or World Cup trademarks in their marketing materials. They are allowed to use the FIFA or World Cup logos or the company name or logo in their stadium entrances.
Visa is one of the FIFA World Cup’s most sought-after sponsors, having sponsored the event since the 1990 FIFA World Cup in Italy. The company is the exclusive payment services sponsor for all FIFA events. In addition, Visa also has a sponsorship agreement with the International Football Association Board (IFAB), which oversees the Laws of the Game for FIFA and every football federation around the world. In 2018, Visa is the official payment services partner for the FIFA Women’s World Cup, being held in France from June 7 to July 7. The sponsorship deal sees Visa become the official payment services partner across the entire event, with sponsorships also including the Official Payment Services Partner of the Official Draw and Final Draw. The partnership makes it possible for Visa to host a series of activities, including the Visa Fan Fest, an outdoor fan experience venue hosting live music, entertainment, and other events.
The global fast-food giant signed on as an official FIFA partner in 1998. In 2018, McDonald’s is one of the main sponsors of the FIFA World Cup. The company is one of the eight FIFA partners that are entitled to use the official FIFA World Cup logo in their marketing materials. McDonald’s is also given free advertising space on the official FIFA website, as well as on the website of every national football association. The sponsorship deal between McDonald’s and FIFA allows the company to host hospitality events for FIFA officials and their employees at World Cups and other important football events.
Budweiser is one of the most well-known brands in the world and a long-standing FIFA partner. The beer brand has sponsored the FIFA World Cup since 1986 when it first signed a contract with the Brazilian Football Confederation (CBF). In 2018, Budweiser is again a main sponsor for the tournament. As a major sponsor, Budweiser is entitled to use the official FIFA World Cup logo in its marketing materials. Budweiser can also use the logo on its packaging in the host country. In addition to this, Budweiser is entitled to host hospitality events for FIFA officials and their employees at the World Cup and other football tournaments.
The FIFA World Cup is the most widely watched and followed sporting event in the world. It attracts more than a billion viewers globally and is one of the most effective marketing platforms for advertisers. The event also represents a significant financial opportunity for sponsors. The FIFA World Cup sponsorship deals vary according to the category of the partner. Official sponsors get the most lucrative sponsorship rights, while sponsors receive more limited benefits.