By Andrew Warshaw
October 30 – For the first time ever, FIFA plans to offer companies the opportunity to purchase regional sponsorship packages for the World Cup, starting with Russia in 2018 and Qatar four years later. Speaking at a post-LOC 2018 board meeting in Kazan, FIFA’s Marketing Director Thierry Weil confirmed the new commercial structure, highlighting the opportunities and value on offer.
FIFA’s current sponsorship model, implemented in 2007 and covering the 2010 and 2014 tournaments, consists of three tiers: FIFA Partners, World Cup Sponsors and National Supporters.
”The current commercial structure has proven to be very successful for the last two editions of the FIFA World Cup, with no packages left unsold. However, we felt it was time for a change,” explained Weil.
The top two tiers remain mostly unchanged, with a total of 14 companies. However, the third tier has been transformed from National Supporters to Regional Supporters. This tier can amount to a total of 20 brands from the five pre-defined regions of North America, South America, Europe, Middle East and Africa and Asia.
FIFA will begin selling the new regional positions in 2015, ahead of the World Cup in Russia. Giving further details, Weil added: “The demand is there. Having observed our current structure it became clear that there is an interest from brands in broadening the scope of the National Supporter engagements, not only to cover the Host Country.”
The World Cup accounts for the majority of FIFA’s annual revenue and Weil said income from third-tier sponsors could now rise by as much as 30%.
“The regional approach also offers a more targeted way for Commercial Affiliates to engage with their target audience, offering companies who do not have the desire or the means to enter into a global sponsorship agreement to acquire rights which cover a significant geographical region. For example a company who is interested in the region of South America can now acquire the corresponding rights and not have to purchase a global package. The value proposition is much stronger.”
“Without the support of our sponsors, events such as the FIFA World Cup would simply not be possible,” said Weil. “Our sponsors not only offer financial support to the events, but logistical support on the ground in the form of transportation for example. Sponsors also play a huge role in connecting our events to football fans all over the world, running promotions and giving people the once-in-a-lifetime opportunity to experience events.”
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