Following are the companies and organisations that serve as partners and sponsors to FIFA (Fédération Internationale de Football Association), the non-profit organisation that serves as an international governing body of association football, futsal and beach soccer, and enjoy a strong branding presence across its physical and digital assets.
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Adidas
The German sportswear giant’s partnership with the governing body of world football dates back more than five decades. Partners since 1970, Adidas has been the Official Match Ball supplier for the FIFA World Cup since that year and has also provided uniforms for all FIFA officials, referees, player escorts, ball crew and volunteers for all FIFA-affiliated events, which Adidas also sponsors.
The last extension of this historic deal between the two parties was announced in November 2013, with the agreement granting Adidas Official Partner, Supplier and Licensee rights for all FIFA events until 2030.
The Coca-Cola Company
The Atlanta, Georgia-headquartered American beverage giant has maintained a FIFA World Cup presence since 1950. In 1974, it began a formal association with the football governing body, and in 1978, it became an official sponsor of the FIFA World Cup.
Since 2006, The Coca-Cola Company has “exclusively activated the FIFA World Cup Trophy Tour”. In collaboration with The Panini Group, the Modena-based Italian publishing company known for producing football collectibles, Coca-Cola releases digital and physical stickers for FIFA World Cup tournaments. Coca-Cola also sponsors the FIFA World Rankings for both the men’s and the women’s national teams.
FIFA’s current deal with The Coca-Cola Company runs until 2030 and covers all FIFA-affiliated tournaments.
In March 2021, in light of the controversy surrounding the exploitation and maltreatment of workers in Qatar, The Coca-Cola Company issued a statement, which stated that the company believed that the collaboration between FIFA and Qatar’s Supreme Committee (organiser of the 2022 men’s World Cup) would be a fruitful one and bring about positive changes regarding the workers’ situation in the country.
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Wanda Group
The Beijing-headquartered Chinese conglomerate was announced as the first-ever Chinese company to partner with FIFA in March 2016, when it obtained FIFA’s highest level of sponsorship rights to cover all FIFA-affiliated tournaments and corporate activities until the end of the 2030 men’s FIFA World Cup.
Hyundai Motors • Kia
Both Hyundai Motors and Kia are automotive manufacturers and subsidiaries of Seoul-headquartered South Korean chaebol (family-owned business conglomerate) Hyundai Motor Group.
Hyundai’s association with FIFA first began in 1999, when it was announced as a sponsor of thirteen FIFA tournaments, including the 2002 men’s World Cup that was held across South Korea and Japan. Kia entered the fold around the 2006 men’s World Cup, after an extended agreement was signed between FIFA and the Hyundai Motor Group. A second term followed from 2007 to 2014, with Hyundai serving as one of six FIFA Partners.
The last extension of the partnership between the two parties was announced in November 2010, when the deal for the Hyundai Motor Group to continue as a top-tier FIFA Partner was extended to cover all FIFA tournaments—both men’s and women’s—until the end of the 2022 men’s World Cup.
Hyundai has been serving FIFA as its official ground transportation provider for the World Cups since the 2006 Germany World Cup, supplying its fleet of vehicles to carry personnel ranging from high-ranking FIFA officials to media staff throughout the course of the tournament.
Qatar Airways
The Doha-headquartered flag carrier airline of Qatar has been an Official Partner and the Official Airline of FIFA since May 2017. The current deal between the two parties sees Qatar Airways sponsor all FIFA tournaments until the end of the 2022 men’s World Cup.
In late March 2022, Qatar Airways announced via a statement that its senior management would attend the Final Draw of the 2022 World Cup, which was held on April 1, 2022.
On April 2, 2022, after the 2022 World Cup draw was finalised, Qatar Airways announced via a press release its official travel packages for the people interested in attending the quadrennial footballing extravaganza.
QatarEnergy
The Doha-headquartered state-owned petroleum company first partnered with FIFA for the 2021 Arab Cup in December 2021. Later, in March 2022, the company was announced as a FIFA Partner in a deal set to cover the 2022 men’s World Cup and run until the end of 2022.
VISA
The San Francisco-headquartered American financial services provider has been a global sponsor of FIFA and its Official Payment Technology Partner since 2007. VISA offers exclusive payment service for all FIFA-affiliated stores and events and also works with the governing body to create co-branded unique programmes for the fans.
Xero
Wellington-headquartered New Zealander small-business management platform Xero was announced as a FIFA Women’s Football Partner in April 2022 in a deal set to commence in 2023 under the governing body’s new commercial partnership structure.
Hoping to “champion women’s football and to further empower women working in small businesses and their communities around the world”, Xero’s partnership with FIFA is set to cover the following tournaments: the 2023 FIFA Women’s World Cup and the 2024 and 2026 editions of the FIFA U20 and U17 Women’s World Cups. It is also set to cover the following FIFA women’s football development programmes: Capacity-Building for Administrators and Coach Education Scholarships.
