TV rights and Advertising - FIFA World Cup

The World Cup is the pinnacle of football, and it’s also the moment for advertisers to reach a wider audience than ever before. The best part is that the event is held once every four years, which means brands have limited opportunities to advertise to such an influential audience.

How much does it cost to advertise during the FIFA World Cup?

Advertising during the FIFA World Cup can cost as much as $9 million per minute, making it one of the most expensive advertising platforms in the world. The cost of television advertising during the FIFA World Cup varies depending on the country and network; however, some estimates put the cost at around $800,000 per 30-second commercial.

Which brands were advertised in the 2018 FIFA World Cup?

Many brands are making a strong push to advertise during the FIFA World Cup, but many have been involved with the event for years. Some of the most notable brands that have advertised in this year’s event include Coca-Cola, Adidas, Pepsi, Visa, Hyundai, Lay’s, and Nike. Coke has been a longtime partner during the World Cup, and this year they’re hoping to engage the audience with a series of “virtual dressing room” ads to let fans dress like some of the world’s top athletes. Adidas, on the other hand, is promoting its AI-generated “Adicolor” effect with a series of spots featuring football icons such as Zinedine Zidane and Romário. Pepsi is also back with a “Catch More Moments” campaign featuring the likes of singer Katy Perry and model/DJ Cara Delevingne. Visa has returned with a “Never Stop Creating” campaign that celebrates the arts and culture around the world.

How are ads during the FIFA World Cup different from other advertising efforts?

It’s important to note that the FIFA World Cup isn’t just a single event, but rather a series of events that take place over several weeks. This is part of the reason why the event is so appealing to marketers: Not only do they get to air their ads during one of the most popular sporting events in the world, but they also have several weeks to engage their audience with additional content. Unfortunately, the sheer number of ads during the FIFA World Cup makes it difficult for marketers to make an impact. The event has over 14 hours of TV programming each match day, and this doesn’t even account for the online content available. Over 90% of World Cup TV viewers also consume content online. This means that brands have to work harder than ever before to get their message out to the masses.

What’s next for the FIFA World Cup TV rights?

The next FIFA World Cup takes place in 2022; however, negotiations for TV rights have already begun. The last TV rights deal was valued at $1.6 billion, but the next deal will likely be even more lucrative. Some of the countries that are expected to bid for the 2022 FIFA World Cup TV rights include Japan, China, Qatar, Brazil, and the United States.

Now let’s take a look at some of the best ad campaigns from this year’s event.

Adidas: “Nothing Beats a Great Football Moment” - This is Adidas’ first time as the official sponsor for the FIFA World Cup, and the company is making a big push to promote its products. One of the most notable ads from the brand features Brazilian footballer Ronaldinho. During the ad, Ronaldinho’s soccer cleats are replaced with bright-colored Adidas Samba Classic sneakers decorated with gold foil.

Coca-Cola: “Taste the Feeling” - Coca-Cola has been a longstanding sponsor at the FIFA World Cup, and they’ve once again made a big push with their advertisements. One of the most notable ads features some of the world’s top footballers such as Brazilian footballer Philippe Coutinho, Argentinian footballer Sergio Agüero, and English footballer Harry Kane. During the ad, the players describe how they “feel” moments before kicking a ball into the net.

What kind of advertisements can we expect to see during the FIFA World Cup?

Advertisers at the FIFA World Cup will be hoping to create campaigns that not only engage their audiences but also go viral online. This means that advertisers are more likely to air humorous ads or air ads featuring top footballers than serious advertisements. A study conducted by The Drum found that 88% of football fans would rather watch entertaining ads than advertisements focused on the brand’s product. These findings have led many to believe that the most successful advertising campaigns at the FIFA World Cup will be those that tap into the emotions of the fans, particularly their love for their team.


The FIFA World Cup is one of the most important sporting events in the world, and it’s also one of the most lucrative advertising platforms. During the event, brands have several weeks to engage their audience through TV programming, online content, and social media posts. This year’s event is expected to be one of the most watched in history, meaning that advertisers have their work cut out for them. They’ll have to create campaigns that not only engage the audience but also go viral online.