Companies pay 1,353 million dollars to FIFA for advertising

Before the Qatar 2022 World Cup begins, the goals have already begun to be scored. There are 23 sponsors of the World Cup, who bought the rights to exploit the event and promote their brands.

Of the 23 firms that opened the portfolio and paid 1.353 million dollars to the International Federation of Association Football (FIFA), one is Mexican, América Móvil through Claro.

Of the universe of participants, 16 companies are listed on the stock market in various markets around the world. Of those, 5 are from the United States, three from Qatar, two from China and other nations.

The brands are familiar throughout the world, Visa, Coca-Cola, McDonald’s, Budweiser, Adidas, Hyundai, the oil company Qatar Energy, among others.

Carlos Slim will be present at the World Cup, but will only be able to promote it in Latin America. Through Claro, the telecommunications company that depends on América Móvil, signed an agreement with FIFA to transfer the 64 games to its restricted television clients in Argentina, Brazil, Chile, Colombia, Ecuador, Paraguay, Uruguay and Peru.

Adidas will put the “Al Rihla” ball on the pitch, the journey in Arabic. The German company paid 100 million dollars to FIFA to put the ball on the World Cup grass, something it has done since 1970, since it is the supplier of the ball for FIFA over its competitor NIKE.

With a market value of $25.59 billion, Adidas is one of the largest sponsors in terms of market value outside of corporate America.

According to the WorldCupGlory portal, other brands also paid significant amounts to advertise to the 5,000 million people that FIFA says will watch the World Cup.

VISA paid 85 million dollars to be at the event, it has been a sponsor since 2007, it is expected that they will extend the contract that expires this year.

The World Cup is a great showcase to promote the company’s new products to the entire world, says Dario Cutin, vice president of communication for Visa in Mexico.

Coca-Cola, a drink that has been taken in the World Cup since 1974, paid 50 million dollars to be in the World Cup and promote its famous drink in the face of the changing habits of the population.

BYJU¨S, a technology platform in India paid between 30 and 40 million dollars to promote itself and improve its value, as well as its share price on the Indian stock market, according to WorldCupGlory.

The rest of FIFA’s partners such as Hyundai, Qatar airways, Qatar energy and Wanda Group did not disclose when they paid for their sponsorship of the top sporting event, however, they maintain a close relationship with FIFA and are among the main sponsors of this world.

Other companies that paid a large amount of money for broadcast rights were Fox Sports, which covered, according to the portal, 400 million dollars, and Telemundo, which disbursed 600 million dollars. All this to pass the games to a part of the 5,000 million people that FIFA estimates will be attentive to what happens in Qatar in the next 60 days.

In Mexico there is no figure of how much the television stations paid for the broadcasting rights, but FIFA revealed a document that clarifies that they were exclusively acquired by televisa and SKY.

termometro.economico@eleconomista.mx