Million-dollar Sponsorships At The World Cup: This Is How Fifa Builds Its Business With Brands

FIFA has consolidated a global business model centered around the World Cup, its flagship product and main revenue generator. According to its latest financial report, in 2025 FIFA received $965 million in marketing rights. This figure exceeded the initially projected budget for that year by 21% ($165 million).

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This growth is mainly attributed to the commercial success of the new FIFA Club World Cup 2025, whose sponsorship program was fully sold out, generating $669 million in marketing rights on its own.

In this context, the 2026 World Cup, which will be held in the United States, Mexico, and Canada, represents a historic opportunity to increase revenue and expand the tournament’s global audience.

What role do sponsorships play in the World Cup?

Sponsorships are the second most important financial pillar for FIFA. Major global brands invest millions of dollars to associate themselves with the World Cup, leveraging the event’s massive reach.

The $965 million obtained is distributed across the following commercial categories:

• FIFA Partners: $201 million
• World Cup and Club World Cup Partners: $629 million
• World Cup Sponsors (Men’s and Women’s): $71 million
• Tournament promoters and official suppliers: $36 million
• Other marketing revenue: $28 million

Additionally, the value of goods and services received as non-monetary consideration (in-kind value) amounted to $48.6 million in 2025.

During the year, FIFA formalized agreements with top-tier brands. For the Club World Cup, partnerships were signed with companies such as Airbnb, Betano, Jeep, PIF (Public Investment Fund), Qatar Airways, Lenovo, Panini, The Coca-Cola Company, The Home Depot, and Visa.

Looking ahead to the FIFA World Cup 2026, the commercial portfolio was strengthened with the addition of Hisense as an official sponsor, along with Airbnb, Diageo, DoorDash, and Globant as tournament promoters. Valvoline Global was also confirmed as an official promoter, marking its debut in FIFA competitions.

FIFA World Cup 2026 sponsors

???? FIFA PARTNERS (Main partners)

• Adidas
• Coca-Cola
• Hyundai / Kia
• Aramco
• Lenovo
• Qatar Airways
• Visa

???? SPONSORS (Sponsors)

• Michelob ULTRA
• Bank of America
• Hisense
• Lay’s
• McDonald’s
• Mengniu (Chinese dairy company)
• Dove
• Verizon

???? SUPPORTERS (Supporters / regional or commercial partners)

• Valvoline
• Airbnb
• Diageo
• DoorDash
• Globant
• Marriott Bonvoy
• Rocket Cargo
• The Home Depot

The 2026 World Cup will mark a turning point in the history of football. It will be the first edition with 48 teams, which implies more matches, greater media coverage, and a significant expansion of the audience.