FIFA World Cup: Interesting facts about sponsorship over the years

The FIFA World Cup is a sports carnival that happens once in four years. Given the popularity and viewership, it is the largest sporting event in the world. The run-up to the football world cup starts just after the conclusion of the previous tournament. All these international matches, including the world cup, are played under the supervision of FIFA, the international football governing body, of which 211 national associations are members. 

Since 1930 in Uruguay, 17 countries have hosted the football world cup so far. Qatar is the host nation of the 2022 world cup, the first country in the Arab World, and the third country in Asia after Japan and South Korea jointly hosted in 2002. A total of 32 countries qualified for the World Cup after continent-wise elimination matches. 

The World Cup is one of the most significant international marketing platforms for companies across the globe. In a short span of time, brands can reach out to people spread over 200-plus countries. As a result, many brands are affiliating with FIFA to sponsor the event or specific teams.  

Industry insiders from prominent sports marketing agency wings stressed in interviews with BestMediaInfo.com that businesses with sponsorship rights are likely to experience 1.5x to 2.5x brand awareness and top-of-mind recall compared to a typical sponsorship category campaign. 

Interesting facts on FIFA World Cup sponsorship

We have collated some exciting facts about the FIFA World Cup sponsorship.  

1. Coca-Cola is the longest-standing sponsor of FIFA World Cup Football. Though the official partnership started in 1974, the beverage giant has had stadium advertising since 1950. 

2. Adidas has been supplying match football for the world cup since 1970 

3. The EdTech pioneer Byju’s is the first Indian brand in the FIFA World Cup Football sponsorship fray in 2022. It is one of the Official Sponsors of the sporting event in Qatar. 

4. Dairy product giant Amul is the second Indian company to be associated with the FIFA World Cup as an official sponsor of the Argentina and Portugal football teams. They’re aim is to leverage the popularity of legendary Lionel Messi of Argentina and Portugal’s Cristiano Ronaldo. 

5. In the Qatar World Cup, ten Indian brands are ‘presented by’ partners on Viacom18’s Sports18 and Jio Cinema- Mahindra, Visa, CakeZone, Black & White, AM/NS India, ET Money, Amul, intel, SBI, and Spartan Poker. 

6. Budweiser has been a World Cup sponsor since the 1986 World Cup in Mexico. But they faced a setback when Qatar banned alcohol in stadiums two days before the tournament’s commencement. Following the banning decision, the American beer company announced that they would give the unsold beers to the title winners! 

7. In 2022, FIFA added three new brands to the Official Sponsors list – Byju’s, QatarEnergy, and Crypto.com. 

8. Adidas, Coca-Cola, Wanda, Hyundai / Kia, Qatar Airways, Visa, and Qatar Energy are FIFA World Cup 2022 partners. 

9. Byju’s, Budweiser, Hisense, McDonald’s, and Vivo are the official sponsors of the 2022 World Cup. 

10. The agreement between FIFA and Qatar Airways is the largest in the airline’s history. 

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Branding on jersey and kit

Sponsoring teams and their kits, including jerseys, are seen as another effective branding strategy for companies in the world cup. Usually, leading sports brands collaborate with national football associations to sponsor the kits. Due to strict FIFA restrictions, branding is minimal on jerseys and shorts. Commonly, brand logos can be seen on the shorts’ right chest and left leg, though some differences exist. 

1. Till 1974, no brand display was allowed on the team jersey in the World Cup. 

2. In 1978, Argentina displayed an Adidas brand logo on its jersey prominently. Adidas has been the jersey sponsor for 134 teams since the 1974 World Cup. Nike is the second brand with 63 national teams, and Umbro sponsored 22 teams till 2014. 

3. Umbro was the sponsor of champion England in 1966, and Erima sponsored Germany in 1974, who emerged victorious in the tournament. 

4. In 1986, when the legend Diego Maradona kissed the world cup, he donned the jersey with the Gallic rooster of Le Coq Sportif. 1990 champion Germany was sponsored by Adidas, and four years later, the Umbro logo enjoyed prominence when Brazil lifted the trophy in 1994. 

5. Adidas’ iconic three strips were sported on the France jersey when Zidan magic beat defending champion in 1998. 

6. 2002 was the first time a Nike-kitted team won the World Cup. Ronaldo Rozario-led strikers beat celebrated goalkeeper Oliver Kahn’s German in 2002 in Tokyo, in the first world cup on Asian soil. 

7. Puma was the kit sponsor of Italy in 2006, and Adidas sponsored Spain in 2010 when the Iberian team lifted their first trophy. 

8. After the Adidas-sponsored German team won the world cup in 2014, the football-related sales of the Adidas brand crossed 2 billion euros.  

9. Adidas posted a 6% loss during the 2018 Russia World Cup, whereas Nike gained 4% growth. 

10. The Nike logo in the Qatar World Cup can be seen on the jerseys of 13 teams, including Brazil, England, Portugal, and France. Seven teams are associated with Adidas, and six with Puma.  

It may be interested to read this blog on the financial aspects of ICC World Cup Cricket.

Conclusion 

According to a Nielsen analysis of 100 sponsorships between 2020 and 2021 in seven regions and 20 industries, the sponsorships led to an increase of 10% on average in the exposed fanbase’s purchasing intent. Therefore, World Cup sponsorship is advantageous for companies to reach a global audience and brand building.