January 15 – FIFA have extended their top-level sponsorship deal with credit card provider Visa until 2022. Visa will retain exclusive global rights in the Financial Services product category.
The agreement secures Visa’s global marketing rights and product category exclusivity for the 2018 World Cup in Russia, the 2022 World Cup in Qatar and more than 40 other FIFA events scheduled throughout the period, including the Women’s World Cup and the U20 World Cup.
Visa initially signed up as a main FIFA Partner in 2007, replacing Mastercard, and activated its first global sponsorship rights at the 2010 World Cup in South Africa. It becomes the fifth company to sign up to support the 2018 and 2022 World Cups, following Adidas, Coca-Cola, Hyundai-Kia and Anheuser-Busch InBev.
“Visa’s huge global network and engaging consumer programmes play a significant role in bringing the FIFA World Cup to all corners of the globe, and we’re delighted to have such a strong global brand by our side until at least 2022,” said Fifa president Sepp Blatter.
Visa expressed similar sentiments.
“With football’s unique power to inspire people everywhere, Visa couldn’t be more excited to extend its relationship with FIFA,” said Ricardo Fort, SVP Global Sponsorship Marketing at Visa Inc. “Our association with the FIFA World Cup and the entire portfolio of FIFA events differentiates our brand and allows us to offer unique opportunities to our clients around the world.”
Financial terms of the new agreement have not been disclosed, although the previous deal between the two parties was reportedly valued at around US$170 million.
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