In the coming days, the first different packages will be launched for men’s, women’s and eSports football. The objective of FIFA is to be able to expand the sponsorships for the next Women’s World Cup in Australia and New Zealand 2023, among other events.
To promote women’s football globally, the organization will launch its first commercial program that will aim to “accelerate growth and equality” in sport. FIFA emphasizes their interest in “making football more equitable and accessible for women and girls”. The new commercial director of FIFA, Kay Madati, highlighted that “we have seen the need to have an agile and customizable commercial structure that allows brands large and small, global and local, to connect with all aspects of the beautiful game. The new model will allow our partners to create more tailored programming and marketing activations that directly align with their strategic business goals, and connect them with the world’s most passionate fans in the world’s most engaging sport. ”
The body saw the soccer business played online. Through FIFAe -the brand it recently launched to manage and exploit all its future initiatives in eSports-, it will sell exclusive packages to brands that are interested in accessing “the world of interactive entertainment for new generations.”
Finally, FIFA is also launching itself into the commercialization of regional sponsorships. Brands will be able to “select territorial activation rights” for the men’s and women’s World Cups and e-sports competitions. Currently, there are already packages of this type in the U-20 and U-17 World Cups.
FIFA is thus following in the footsteps of UEFA, which will sell regional Champions League sponsorships in strategic territories such as the United States and China. “The new business approach will allow brands to take advantage of new opportunities to partner with the FIFA brand to build and accelerate new business opportunities, as well as to create community and purpose-built programs,” said the body.
After suffering the impact of the new coronavirus in 2020, the world soccer entity set the goal of its commercial income in 2022 amounting to 4,666 million dollars (3,919 million euros), taking advantage of the celebration of the World Cup in Qatar, and that the cycle 2019-2022 can be closed with sales of 6.440 million dollars (5,409 million euros). Madati and the commercial team will have a lot of work ahead of them, since at the end of 2020 only contracts worth 80% of this amount had been signed and the margin on television is limited, since 92.5% of the objective has already been covered. Everything remains in the hands of new sponsors and that the situation allows to fill the Qatari stadiums and make ticketing good.
Source From: Ambito
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