A HARD SELL

THE WORLD CUP’S SPON­SORS:

ArabAd - - COVER STORY -

Foot­ball spon­sor­ship rev­enues have seen a sig­nif­i­cant rise in the past. How­ever, the value of spon­sor­ship for this year’s World Cup is said to have dropped by 11% to reach $1.45 bil­lion in the last four years, ac­cord­ing to Nielsen Sports’world Foot­ball Re­port 2018. FIFA’S spon­sor­ship rev­enues be­tween 2011 and 2014 were $1.63 bil­lion—an all-time high. But in the last four years from 2015 to 2018, the rev­enues have dropped to $1.45 bil­lion, largely due to cor­rup­tion al­le­ga­tions against FIFA’S global gov­ern­ing body. Many big brands such as Emi­rates, Sony, BP’S Cas­trol, John­son & John­son and Con­ti­nen­tal have all pulled out of spon­sor­ing the tour­na­ment. U.A.E’S Emi­rates was the first to pull out in Novem­ber 2014, fol­lowed by Sony. But cashing in on the gap in spon­sor­ship, Chi­nese com­pa­nies have emerged as ma­jor spon­sors and gained a large pres­ence at the 2018 World Cup in Rus­sia. With no spon­sors this year from South Amer­ica and just one and the first spon­sor from Africa—egypt Government, Asian spon­sors are the most sig­nif­i­cant ac­count­ing for 39% of the to­tal deals. Chi­nese prop­erty de­vel­oper The Wanda Group is one of the seven part­ners for the FIFA World Cup 2018. The other part­ners in­clude Adi­das, Coca-cola, Gazprom, Hyundai Mo­tors, Qatar Air­ways, Mc Don­ald’s, Bud­weiser, Alfa Bank and Visa. In July 2017, Qatar Air­ways signed an agree­ment with FIFA to spon­sor the 2018 and 2022 World Cup tour­na­ments. Hisense, Meng­niu, Mcdon­ald’s, Bud­weiser and VIVO are the spon­sors this year.

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