The FIFA World Cup is more than a soccer showcase. It's big business with the 2022 men's tournament in Qatar engaging five billion fans across all media, from linear TV to digital and social media, according to FIFA, soccer's world governing body.
The FIFA World Cup is more than a soccer showcase. It's big business with the 2022 men's tournament in Qatar engaging five billion fans across all media, from linear TV to digital and social media, according to FIFA, soccer's world governing body.
According to its 2023-2026 budget, FIFA is anticipating US$2.693 billion from marketing rights. TV marketing rights are set at US$4.264 billion and hospitality rights/ticket sales at US$3.097 billion. There is little that FIFA hasn't monetized around the newly expanded 48-team, 104-game men's tournament, which comes with various levels of sponsorship each providing their own menu of access and opportunities.
Home Depot is also in negotiations to become a host city supporter in Atlanta, which serves as its headquarters. Host city supporters are a new category of sponsorship created for the 2026 tournament, allowing each of the 16 host cities to bring on board 10 local sponsors who have marketing rights across the province or state.Graham says Canadians will start seeing more tournament-related content in its advertising starting next year before ramping up in 2026.