FIFA Projects $7.5B Revenue, Hits ‘Full Quota’ Of World Cup Marketing Partners
Sunday, November 20, 2022 at 11:48AM By Barry Janoff
November 20, 2022: With the 2022 World Cup set to take the global stage for the next month, FIFA president Gianni Infantino said today that “in spite of the COVID-19 pandemic and other crisis points around the world, FIFA’s revenue at year-end would stand at $7.5 billion — $1 billion more than was budgeted for” following the four-year cycle for the 2018 World Cup in Russia.
The global organization also said the FIFA World Cup Qatar 2022 would be backed by a “full quota of partners, sponsors and regional supporters after FIFA sold out all sponsorship tiers and inventory.”
That includes FIFA’s three new marketing partners — YouTube, Visit Las Vegas and Fine Hygienic Holding — taking the last three spots in the “third-tier category of regional sponsors” in North America.
Financial terms were not disclosed.
With year-end expenses forecast to be $6.5 billion, which includes the Legacy Fund (unveiled Nov.19), Infantino said during the FIFA Summit in Doha, “We will basically have a projected net result of $1 billion — which we can then invest in football immediately, starting from now and for the next cycle to make football grow even more around the world.
“I would like to simply congratulate all of you because these results are the results of the work you are doing.”
FIFA global partners include adidas, Coca-Cola, Hyundai-Kia, Qatar Airways, Qatar Energy, Visa and Wanda Group.
The FIFA 2026 World Cup will be hosted by the U.S., Canada and Mexico.
FIFA said YouTube would be “on the ground capturing amazing behind the scenes content of the FIFA World Cup” and Visit Las Vegas would be “promoting Las Vegas as one of the world’s most desirable destination for leisure and business travel.”
Fine Hygienic Holding would “provide disinfectants, cleaning products and hand sanitizer stations across all tournament locations . . . as the FIFA World Cup Qatar 2022 becomes the first global sports event with 100% capacity for spectators after the COVID-19 pandemic.”
“The FIFA World Cup presents our commercial affiliates with unprecedented engagement opportunities,” Romy Gai, FIFA chief business officer, said via the organization.
“Our partners have already delivered a variety of world-class fan activations and initiatives in the build-up to the event, and we will continue to work hand-in-hand with them so that they can achieve their goals whilst enhancing the FIFA World Cup experience.”
The news comes as FIFA confirmed that Infantino would remain as its president for the next four years beginning in March 2023 after running unopposed.
“We are united to bring global football forward,” said Infantino. “Together with all 211 member associations, with all confederations, we will continue to work together for the next four years and we will do great, great things: we will make football truly global; we will make football bigger.”
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