Having watched the first week of matches in the 2014 FIFA World Cup,  I would be surprised if the average viewer could recall all the FIFA Partners, Sponsors and National Supporters. There are 22 in total. Twenty years ago at the 1994 FIFA World Cup in the USA there were 11 FIFA Partners. As sponsors fees have risen, so have the number of partners.

Since the FIFA World Cup centralised the marketing of its rights in 1982 only Coca-Cola has sponsored every tournament. Coca-Cola is one of a few brands that really activate their association with the World Cup so they will probably register the highest spontaneous recall.

By including all the National Supporters, the Local Organising Committees can contract themselves to the competition. As a result there have been more than 100 brands associated with the FIFA World Cup over the last 32 years. The US has supplied the most with 12, followed by 6 from Japan and 4 each from Italy and Germany. Rumours about the 2018 and 2022 tournaments suggest this could increase to 34 partners. Combined with sponsors of 32 national teams this is really becoming a “sponsor soup”.

When you pay in excess of $200 million, you might expect more exclusivity but then again, this is football and FIFA, so making money has become the name of the game.

Richard Denton
Managing Director, Trefpunt-PRISM Amsterdam

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