For the first time since 2013, FIFA is introducing a new commercial partnership structure that will provide companies around the world with more tailored opportunities to partner with the sport of football, leverage the FIFA brand and support its competitions.
Three distinct partnership verticals have been launched this week by FIFA splitting the options now available to companies across not only Men’s football but also the Women’s game and the growing area of eSports.
Building on FIFA’s Women’s Football strategy unveiled in 2018, the launch of a dedicated women’s football commercial vertical marks another step in the progress of the sport for women and girls.
“As we continually work to make football truly global, accessible and inclusive, we recognised the need for a nimble and customisable commercial structure that enables brands big and small, global and local, to connect with all aspects of the beautiful game,” said Kay Madati, FIFA Chief Commercial Officer.
“The new model will allow our partners to create more tailored programming and marketing activations that align directly with their strategic business goals, and connect them to the world’s most passionate fans, in the world’s most engaging sport.”
“This marks a groundbreaking moment to maximize the growth of the women’s game and its marketing appeal, as we create equal commercial models across Women’s and Men’s Football for the first time,” added Sarai Bareman, FIFA’s Chief Women’s Football Officer.
“We’re excited about the opportunities for brands who want to support women’s sport, help accelerate women’s equality, and wish to align themselves with the unparalleled momentum around women’s football.”
As FIFA continues to broaden its esports and gaming footprint, a dedicated partnerships structure will also provide opportunities to participate in the fastest growing media vertical on the planet.
FIFAe – the recently launched umbrella brand for all of FIFA’s future esports and gaming initiatives – will provide brands with access to the interactive and immersive entertainment world of esports wearing a football look and feel.
Sport for Business Perspective
Who could have imagined as little as ten years ago that men’s football would become not just the only thing in the sport but one of three verticals, alongside the women’s game and eSports. The values will remain unbalanced for a while yet but not forever. This is what change looks like from the other side of what once looked like an unassailable mountain.
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