Sponsor Insights

World Cup Final

As the players get ready to take the pitch for the FIFA World Cup Qatar 2022 Final, we compare the two team’s brand portfolio and social game.

FIFA World Cup Fan Festival Hits Cities Worldwide

During the 2022 World Cup in Qatar, the concept of “Fan Fest” was replaced by the “Fan Festival” concept.

FIFA’s plan was to reintroduce the Fan Fest as a more diverse and inclusive entertainment offering encompassing a wide variety of cultures, art, music, food and football outside the stadiums. The concept will also be rolled out during the Women’s World Cup in Australia and New Zealand in 2023.

On December 4, the FIFA Fan Festival celebrated the 1 millionth visitor milestone across all of the Fan Festivals this year.

For this years World Cup, FIFA approved Fan Festival sites 

  • BudX Fan Festivals in London, Seoul and Dubai
  • Corona Fan Festival in Mexico City, Mexico
  • Brahma Fan Festivals in Sao Paulo and Rio de Janeiro 
  • Coca-Cola Fan Festival in Riyadh, Saudi Arabia
  • Doha, Qatar, a non sponsored festival

Some of the Fan Festival activations

  • Interactive physical and digital football game stations
  • Sponsored activations 
  • Appearances from FIFA Legends
  • Official stores with licensed World Cup merchandise. 
  • Content within the FIFA+ streaming platform. 
  • A hat and cup from Budweiser for fans who attended the event in London, and an opportunity to win an England shirt signed by a football legend.
  • In London, Budweiser gave fans the opportunity to win an England signed shirt by a football legend.
  • An adidas-sponsored fan activation in Mexico where attendees played Teqball, a football-based sport played on a specially curved table within a designated area. 
  • adidas also gave away little footballs before, during, and after games. After all games ended, the event host would throw 5 adidas balls into the crowd.
  • Coca-Cola branding across all of the table football (foosball tables) at the event in Mexico City.

Thanks to a new licensing model FIFA introduced in 2022, existing and future FIFA partners can launch local Fan Festivals in major cities outside the host countries to make the tournament experience more accessible for the global fan community.

  • SponsorUnited was in attendance at the festivals in London, Mexico City, Dubai and will be going to Doha on December 17th.

Laver Cup | Activations

The 2022 Laver Cup was held over the weekend at O2 Arena in London, England.

ROLEX, the founding parter of the Cup, along with Mercedes-Benz AGHEAD & UPS were some of the brands activating during the tournament.

UEFA Super Cup

Real Madrid is set to play Eintracht Frankfurt today for the first time in 62 years in the UEFA Super Cup held in Helsinki.

Checkout the brands that will gain most exposure on the field during the match.

UEFA Super Cup

European Football 2021-22 Report

European Football Sponsorships

Download Now: https://sponsorunited.com/2021-22-european-football-partnerships/

The first international sponsorship and marketing report focused on European football.

The 2021-22 European Football Partnerships Report is fortified by data from over 7,000 brands across more than 9,000 deals and from 10 of the top European football leagues (Premier League, LaLiga, Serie A, Bundesliga and Ligue 1, along with each league’s corresponding second tier.) This report also contains growth and engagement insights on over 2,750 brands that created collaborative social media content.

Key findings from the report include:

  • Construction is the most active sponsorship category for the third consecutive season across European football leagues.
  • While Betting deals have declined by 10%, Crypto deals have grown an impressive 140% this season.
  • The most searched brands by European football club executives were Crypto.com, FTX, DraftKings, Verizon and Dunkin’.
  • Cristiano Ronaldo and Lionel Messi now officially have over 1B followers combined due in part to joining new clubs.
  • Transferring teams can offer a huge boost in social following for players.

This report was compiled using SponsorUnited’s proprietary platform data from July 2021 through May 2022. Social data compiled from property or person-controlled Instagram, Facebook, Twitter, TikTok and LinkedIn accounts and social activity. The leagues included in this report are as follows: Premier League, LaLiga, Serie A, Bundesliga, Ligue 1, EFL Championship, LaLiga 2, Serie B, 2. Bundesliga, Ligue 2.