Sponsors play an essential role in the longevity of any sports event. You see it works both ways. The sponsors get to leverage the emotions of the fans to market their products while the sports event gets the required funds to run the event.
When the event is as big as the FIFA World Cup, the sponsorship hits the next level regarding both the costs and creativity of the brands. The FIFA World Cup attracts viewership from across the globe which presents a perfect opportunity for global brands to market themselves and connect with their existing and potential customers.
While there’s plenty of time until we see the Indian team participating in the biggest footballing event, we have an Indian company that is the official sponsor of the FIFA World Cup in Qatar.
On an educational note, if you love brand marketing and have a knack for sales, a career in sports sponsorship can be lucrative for you.
Here we present the list of official partners and sponsors of FIFA World Cup Qatar 2022.
FIFA’s Sponsorship Structure –
Before we get into the list of sponsors, let us take a step back and understand the sponsorship structure of FIFA.
FIFA has three primary categories of sponsors – FIFA Partners, FIFA World Cup Sponsors and Regional Supporters
FIFA Partner is the highest level of sponsorship offered which is generally long-term and goes beyond just one world cup. It’s a no-brainer to conclude that they add the most revenue to FIFA’s coffers. Partners are followed by World Cup Sponsors who have the rights to both the Confederations Cup and the World Cup on a global basis.
As the name suggests, Regional Supporters are allowed sponsorship rights in a pre-defined region (usually domestic markets).
FIFA is expected to generate a whopping $1.7 billion in sponsorship alone, it’s highest ever according to some media reports.
List of Sponsors for FIFA World Cup 2022 –
FIFA has onboarded seven brands in both the FIFA Partners and FIFA World Cup Sponsors categories. We will not include the regional supporters in this list. You can find the regional supporters on the official website of FIFA.
Partners for FIFA World Cup
FIFA partners have had a strategic long-standing partnership, Partners include –
- Wanda Group
- Qatar Airways
- Qatar Energy
Coca-Cola has been a partner of FIFA since 1974 and an official sponsor of the FIFA World Cup that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950. The national carrier Qatar Airways signed as the partner in 2017 while Qatar Energy is the latest addition.
FIFA World Cup Sponsors –
The FIFA World Cup sponsors include BYJU a leading Indian Ed-tech startup along with crypto.com and five other brands.
- Mengniu Dairy
FIFA World Cup sponsors get access to the use of selected marketing assets and media exposure, along with ticketing and hospitality offers for the event.
Notably, sponsorships contribute approx 29% of the overall revenue earned by the organising committee (FIFA).