With an average price tag of over $63 million (€61.3 million), most brands have been “barred” from sponsorship of this year’s World Cup, a study per the claims of GlobalData.
This year’s tournament, which kicked off with Ecuador’s 2-0 victory over Qatar at the weekend, will see 27 Official Brand Sponsorship Partners benefit from premium marketing rights, spending around 1.7 billion dollars in the process, GlobalData said in its Business of the FIFA. World Cup 2022 review.
However, the high sponsorship price means that 15 of those 27 main sponsors are making their World Cup debuts this year, with many long-time sponsors being put off by the high price.
Seven of the partnerships announced so far are already worth more than $100 million for this tournament cycle, GlobalData said.
“The greatest sporting competition”
“The FIFA World Cup is the greatest sporting competition on the planet, bar none,” commented Jake Kemp, sports analyst at GlobalData. “While the Super Bowl often claims to be the biggest sporting spectacle each February, the reality is that its audience numbers and commercial value pale in comparison to the FIFA World Cup.
“No other competition offers brands the opportunity to promote their products and services on a scale as big or as wide as the high-end football competition.”
However, for one of the tournament’s main sponsors, Budweiser, the tournament started with some confusion as authorities in Qatar removed the sale of beer from stadiums two days before the start of the tournament. The AB InBev-owned beer has been a World Cup sponsor since the mid-1980s.
Others are likely to reap the benefits of their association with the tournament, with brands such as Vivo, Wanda, Qatar Airways and Adidas having committed to the tournament for multiple cycles.
“While the tournament has a diverse commercial appeal, the financial services sector is the most influential, with five partnerships,” Kemp added.
“This includes two with brands involved in cryptocurrency, as FIFA capitalized on the crypto boom earlier this year before starting to struggle. A US national team return to the World Cup means sponsorship from the United States has been high, with American brands accounting for one-third of all tournament sponsors in 2022.”
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