FIFA has been selling exclusive marketing rights to companies since 1982. These may then call themselves “official sponsor of the World Cup football”. In the past, these were mainly well-known companies from the Western world. But that changed at the latest at the 2018 World Cup and will now be followed up.
Western companies withdraw as major FIFA sponsors. Currently only Adidas is represented from Europe and Coca-Cola, Budweiser, Visa and McDonald’s from the US. The rest is firmly in Asian hands. That was very different in 1978. These are all official (main) sponsors of the World Cup since 1978:
Five of the World Cup’s top 14 sponsors are from China – and with Chinese characters on the perimeter advertising, they give little sign of wanting to position themselves for European viewers.
We show what the seven “FIFA partners” (top category) and the seven international “World Cup sponsors” stand for.
FIFA partners: The only remaining partner from Europe. The Germans have been supplying the official World Cup match ball since 1970. Adidas is the second largest sports brand in the world after Nike.
FIFA partners: Coca-Cola is also a long-standing partner. A formal partnership was established in 1974, and the company has been an official sponsor since 1978. Coca-Cola has advertised in the stadium since the 1950 World Cup.
FIFA partners: Hyundai-Kia has been a FIFA partner since the 2010 World Cup. The partnership between the world’s fourth largest car manufacturer and FIFA began in 1999.
FIFA partners: Qatar Airways became a FIFA partner in 2017, appearing at its second World Cup. Previously, Emirates was the official airline for eight years.
FIFA partners: The second FIFA partner from Qatar. The energy company is committed to developing clean energy as part of the energy transition in Qatar and beyond, FIFA writes. The company is the world’s largest producer of liquefied natural gas. QatarEnergy has been a FIFA partner since March 2022.
FIFA partners: The second representative from the US. The credit card company has been a FIFA partner since 2007 and is therefore an official payment technology partner.
FIFA partners: Founded in 1988, the Wanda Group manages three core businesses: commercial real estate, culture and financial services. The Wanda Group first appeared as a sponsor at the 2018 World Cup, replacing Sony.
Wanda Commercial Properties is the world’s largest real estate company and the largest owner of five-star hotels, according to FIFA. The Wanda Cultural Industry Group is the largest cinema operator in the world.
International World Cup Sponsor: Budweiser – owned by the Belgian group Anheuser-Busch-inBev since 2008 – has been the official World Cup beer since 1986. Shortly before the 2022 World Cup, there were reports that the Qatari royal family should serve less alcohol in public. Later the message that beer with alcohol is not served in any of the stadiums, was announced two days before the final.
International World Cup Sponsor: In March 2022, Byju’s was confirmed as the official sponsor of the 2022 World Cup. India’s leading EdTech (education through technology) provider is participating for the first time.
International World Cup sponsor: In March 2022, FIFA announced Crypto.com as an international sponsor. Founded in 2016, the company is recognized as one of the fastest growing cryptocurrency trading platforms.
International World Cup Sponsor: As in 2018, the China-based technology company is an international World Cup sponsor and will also be visible in the stadium area. The company focuses on TV sets.
International World Cup Sponsor: McDonald’s has been a World Cup sponsor since the 1994 US final. In Brazilian branches of the fast food chain, McBrasil, McCatar and McEspanha, among others, are offered for the World Cup.
International World Cup Sponsor: In October 2021, FIFA announced Mengniu Dairy as the sponsor of the 2022 World Cup. One of China’s leading dairy products manufacturers also favored the 2018 final. The products include: milk powder and liquid milk, yogurt, packaged ice cream, cheese , butter and other dairy products.
International World Cup Sponsor: Vivo is also the main sponsor for the second time. One of the world’s largest technology companies from China has been operating as a smartphone manufacturer in more than 100 countries since 2009.
The data comes from Wikipedia. The national sponsors are not listed (as of 2006). The company logos are usually the current ones. During the World Cup, logically, the then valid ones were used.
Since the 2006 World Cup, sponsors have been divided into “official partners” and “national sponsors”. We limit ourselves here to the «official partners».
Soource :Watson
I am Amelia James, a passionate journalist with a deep-rooted interest in current affairs. I have more than five years of experience in the media industry, working both as an author and editor for 24 Instant News. My main focus lies in international news, particularly regional conflicts and political issues around the world.
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