FIFA secures new World Cup sponsor
FIFA, which has struggled to find commercial partners since it was battered by a corruption scandal last year, named a Russian bank as its first regional World Cup sponsor yesterday.
The global soccer body said Alfa Bank would “activate sponsorship initiatives” around the 2018 World Cup, which is being hosted by Russia.
FIFA said that, under a new commercial strategy for the World Cup, up to four packages were being offered for regional sponsors in each of five regions it listed as Europe, North America, South America, Middle East and Africa, and Asia.