Anshuman JoshiFollowing are the 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.
Also read: How Nike are winning their age-old rivalry with Adidas
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.
In December 2023, FIFA extended its historic Panini deal, which is now set to run until 2030.
Also read: Why international football might be the best form of football
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.
Another 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.
In May 2023, it was announced that Hyundai and Kia would continue to serve as FIFA’s official mobility partners until 2030, reprising their roles for major FIFA events, including the 2023 Women’s World Cup and the 2026 men’s World Cup.
Two other Hyundai Motor Group subsidiaries were added to the FIFA sponsorship portfolio: Boston Dynamics, a Waltham, Massachusetts-headquartered engineering and robotics design company, and Supernal, an advanced air mobility solutions provider that is based out of Washington, DC. For both these companies, the renewed agreement entails opportunities “to showcase their expertise, technologies and sustainable approach to innovation to a truly global audience”.
Qatar Airways
The Doha-headquartered flag carrier airline of Qatar has been an Official Partner and the Official Airline of FIFA since May 2017.
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.
Algorand
Promoting itself as a “green blockchain technology company”, Algorand was announced as FIFA’s official blockchain platform in May 2022.
Apart from branding rights, the deal entails Algorand providing FIFA official blockchain-supported wallet solutions while also working with the governing body over developing its digital assets strategy. The deal also made Algorand a Regional Supporter of the Qatar World Cup in North America and Europe as well as an Official Sponsor of the 2023 Women’s World Cup.
CONCACAF
A commercial collaboration agreement between FIFA and the Confederation of North, Central America and Caribbean Association Football (CONCACAF) was announced in June 2023, which came about in order to “jointly promote and market partnership opportunities for selected national team competitions” to global brands leading up to the 2026 men’s World Cup, scheduled to be held across the US, Canada and Mexico.
The CONCACAF competitions included in the agreement are:
- Concacaf W Gold Cup (February – March 2024)
- Concacaf Nations League Finals (2023-24 and 2024-25)
- Concacaf Gold Cup (2023 and 2025)
World Health Organization (WHO)
The specialised health agency of the United Nations has had in place a collaboration agreement with FIFA since October 2019, which sees the two “promote healthy lifestyles through football globally”.
The two parties last renewed this agreement during 76th World Health Assembly in Geneva, Switzerland, in May 2023 for four more years.
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.
In January 2024, FIFA extended VISA’s partnership to run through 2026.
