Following are the organisations sponsoring the 2023 FIFA Women’s World Cup, which is set to be held in nine cities across Australia and New Zealand, and enjoying a strong branding presence across the tournament’s physical and digital assets.
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.
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”.
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.
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.
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 makes 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.
Calm, a San Francisco-based company offering meditation, relaxation and sleep solutions, partnered with FIFA in November 2022 to make its online platform the Official Mindfulness and Meditation Product of the FIFA World Cup 2022, the FIFA Women’s World Cup 2023 and the FIFAe Nations Cup 2023.
Apart from branding rights, the deal entails Calm subscriptions being offered to players, workers and volunteers at the aforementioned FIFA tournaments for free, with fans also being offered heavily discounted subscriptions.
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.
FIFA Women’s World Cup Partners
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.
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.
FIFA Women’s World Cup Sponsors
The Anheuser-Busch InBev-brewed beer brand has been the official beer sponsor of the men’s FIFA World Cup for over 35 years now, having recently covered the 2022 men’s World Cup.
Apart from pouring rights at World Cup matches, the partnership also allows Anheuser-Busch InBev to promote its local brands in their respective regional markets.
In June 2023, Anheuser-Busch InBev was confirmed as the official beer sponsor of the 2023 Women’s World Cup as well as the 2026 men’s World Cup.
The Buenos Aires, Argentina-headquartered multinational IT and software development company signed a “wide-ranging” agreement with FIFA in October 2022. Apart from working with the organisation’s on its in-house streaming platform, FIFA+, as its Global Platform Supporter, the deal also entailed Globant serving as a Regional Supporter of the 2022 FIFA World Cup in North America and Europe and a Sponsor of the 2023 FIFA Women’s World Cup.
Apart from the aforementioned two tournaments, Globant’s deal with FIFA also includes Global Sponsorship of the FIFAe Series in 2023, 2024 and 2025 as well as a worldwide Tournament Supporter agreement covering the 2024 FIFA U-17 Women’s World Cup, the 2024 FIFA U-20 Women’s World Cup, the 2025 FIFA U-17 World Cup and the 2025 FIFA U-20 World Cup.
The London-headquartered British multinational consumer goods company signed a deal with FIFA in May 2023, making its personal care brands Rexona, Dove, Lifebuoy and Lux sponsors of the 2023 FIFA Women’s World Cup.
Set to run until 2027, the deal is also set to cover the FIFAe Finals and the men’s FIFA World Cup of 2026, making this the first agreement that will see FIFA work with personal care brands across its women’s, men’s and esports events.
Apart from branding rights, the partnership also entails Unilever working with FIFA over its Women’s Development Programme, which is “designed to provide opportunities for women and girls and supports the continued growth of women’s football around the globe”. Unilever is to provide “funding, human resources, and support for tailored development programmes” for the same.
Unilever is also expected to deliver around 80,000 personal care gift packs at official FIFA events over the course of this partnership.
The Chicago-headquartered American fast-food giant has been a FIFA World Cup sponsor for over two decades. Throughout the quadrennial event, McDonald’s branding appears most prominently on the uniforms of the child mascots who accompany the players as they walk out on the pitch before a game. For the 2018 World Cup, McDonald’s was also the principal sponsor of the tournament’s official fantasy football game.
In October 2014, McDonald’s sponsorship agreement for the World Cup was confirmed to run until Qatar 2022. In May 2023, the deal was again renewed to cover the 2023 Women’s World Cup and the 2026 men’s World Cup, with McDonald’s also gaining exclusive naming rights for the tournaments’ Fair Play Trophy as well as having “access to tickets and hospitality opportunities, allowing the company to create unforgettable experiences for attendees”.
China Mengniu Dairy Company
The Causeway Bay, Hong Kong-headquartered Chinese dairy products manufacturer was initially on-boarded by FIFA as a second-tier World Cup sponsor for Russia 2018 in December 2017. In October 2021, China Mengniu Dairy Company was confirmed as a sponsor for the 2022 Qatar World Cup.
In July 2023, Mengniu was confirmed as an Official Sponsor of the 2023 Women’s World Cup. Another extension of the partnership between FIFA and Mengiu was announced in August 2023, confirming Mengiu’s sponsorship of the 2026 and 2030 men’s World Cups as well as the 2027 Women’s World Cup.
The online game creation platform was announced as a FIFA World Cup sponsor in October 2022. The partnership entails creation and development of FIFA World, described as “a virtual environment that celebrates the power of football and the rich history of its pinnacle events”.
This free-to-access virtual theme park was first developed over the course of the 2022 World Cup, offering football fans unique experiences, events and access to bespoke content from the FIFA+ library. Midfielders Pedri (Spain) and Lena Oberdorf (Germany) also featured in-game.
In July 2023, FIFA World received a “FIFA Women’s World Cup Australia & New Zealand™” update ahead of the 2023 Women’s World Cup. The update brought with it new in-game experiences for users, including access to real-time scores and match highlights.
The Nyon-headquartered Swiss watchmaker returned as the Official Timekeeper of the FIFA Men’s World Cup for its fourth consecutive edition by unveiling the Big Bang e FIFA World Cup Qatar 2022™ in October 2022. This limited-edition watch was designed to offer the football fans a unique experience. 15 minutes before each game in the tournament, the watch would display its user team line-ups and player profiles. The kick-off would send the watch into “match mode” and activate “timeline”, allowing the user to capture in-game moments, which would be replayable throughout the course of the match.
Hublot also timed all games at the World Cup, with all 129 official referees having worn Hublot watches to assist them in their officiating throughout the tournament.
Hublot was confirmed as the Official Timekeeper of the 2023 Women’s World Cup in July 2023. Hublot returned for its third Women’s World Cup, having been present at its 2015 and 2019 editions as well, with the launch of the Big Bang e Gen 3 watch, which it provided to all 107 match officials of the tournament.
The Amsterdam-headquartered Dutch travel platform was confirmed as the official online travel sponsor of the 2023 Women’s World Cup in July 2023.
FIFA Women’s World Cup Supporters
CommBank (Commonwealth Bank of Australia)
The Sydney-headquartered Australian financial institution was announced as the Official Bank Supporter of the 2023 FIFA Women’s World Cup in November 2022.
Apart from brandings rights, the partnership entails “a range of initiatives, including activations and grassroots engagements such as the CommBank FIFA Women’s World Cup 2023 Player Escort Programme, which will enable 1,500 children aged 6-10 to be a part of FIFA Women’s World Cup 2023, accompanying players onto the pitch at the start of each match, in a money-can’t-buy experience”.
Apart from branding rights, the partnership entails “consumer competitions, hospitality experiences, and gift with purchase opportunities”. Jacob’s Creek wine is to be made available at all match venues as well as FIFA Fan Festivals over the course of the tournament. Barossa Valley, South Australia-located Jacob’s Creek winery Cellar Door is also set to host the Official FIFA Women’s World Cup Trophy Tour in July 2023.
On the back of serving as an Official Regional Sponsor to the 2022 FIFA World Cup, Bogotá-based Colombian freight and package transportation services provider Inter Rapidísimo was confirmed as an Official Supporter of the 2023 FIFA Women’s World Cup in February 2023.
Apart from branding rights, the partnership entails Cisco providing “a secure and reliable network that connects the entire tournament ecosystem, from the venues and operations to the administration and media”. Via its networking academy, Cisco is also set to offer local female students the chance to work with the networking equipment both before and after the tournament.
Team Global Express
The Victoria, Australia-based transportation, logistics, supply chain and storage company was announced as the tournament’s “Official Logistics Services Provider in Australia and Aotearoa New Zealand” in April 2023.
Apart from branding rights, the partnership entails FIFA leveraging “the logistics capabilities and innovative transport solutions of Team Global Express in FIFA Women’s World Cup 2023 host markets to meet the requirements of the biggest global sporting fixture of 2023”.
PepsiCo-owned, Plano, Texas-headquartered Frito-Lay was announced as the 2023 WC’s North American Regional Supporter and the Official USA Snack of the tournament in May 2023. The partnership entails digital activations and advertising opportunities on the world football’s biggest stage and include the following Frito-Lay brands: Lay’s, Doritos, Cheetos and Cracker Jill.
The partnership entails sponsorship activations for TAB across all the Kiwi World Cup venues: the Forsyth Barr Stadium (Dunedin), Eden Park (Auckland), Waikato Stadium (Hamilton) and Wellington Regional Stadium (Wellington).
The deal entails Optus promoting “its range of telecommunications services, alongside leveraging Optus Sport as an Official Broadcaster for all 64 games” of the tournament.
The Wuxi, Jiangsu-based Chinese electric vehicles manufacturer was announced as the 2023 World Cup’s Tournament Supporter in Asia-Pacific in July 2023.
Having previously served as a Regional Sponsor to the 2018 and 2022 men’s World Cups, this is the first time Yadea partnered up with FIFA to sponsor a Women’s World Cup.
The São Paulo-headquartered Brazilian financial institution was confirmed as the 2023 Women’s World Cup’s Official Bank Supporter in Brazil in July 2023.
Other FIFA Women’s World Cup Collaborations
The agreement entails World Cup content tailored for TikTok, including “behind-the-scenes moments, team arrivals, live pre-match content promoting the game and where to watch it, match highlights, player and coach reactions and much more”. Throughout the tournament, a “FIFA Women’s World Cup™ Hub” will also be available on the platform, offering users access to “all the latest content from FIFA, official broadcasters, national teams, and players, as well as offer a link to access the match schedule and scores on FIFA.com.”