With 100 days until the start of the FIFA World Cup™ in Brazil, the "World Cup Rights" slideshare offers background information that will help you navigate the rights landscape and develop a plan that fits your brand.
There are 100 days until the opening
match of the FIFA World Cup™:
Is your Brand ready?
So you are having a typical Monday when your CMO calls you into his/her
office and asks – “What is our plan for the upcoming FIFA World Cup™?”
If you don’t have a plan yet, do not freak out. Read on and we will give you
some background information that will help you navigate the rights landscape
so you can develop a plan and have a great response for your CMO.
If you do have a plan, still read on. You might uncover some insights that
could help you strengthen your plan.
Let’s start with the basics…
Why do you need a FIFA World Cup™ plan?
Well it is simple, the numbers don’t lie. Did you know that: the in-home
television coverage of the 2010 FIFA World Cup™ in South Africa reached
over 3.2 billion people around the world, or 46.4 percent of the global
population? The tournament was broadcasted to 204 countries.
The FIFA World Cup™ is the biggest single-sport competition in the world. The
inaugural tournament was played in 1930 in Uruguay with the host country winning
the event. Argentina came in 2nd and the U.S. in 3rd.
Let’s start with the basics…
Let’s make sure you know who the key players are:
FIFA is the international governing body of football, futsal and beach soccer.
Their job is to be the guardians of the game and develop the sport around the
The Confederations oversee the game in their respective continents and organize
the qualifying tournaments for the FIFA World Cup™. Today, there are six (6)
The Associations (or Federations) are the representatives of FIFA in each
country. Today, there are 209 Associations which have the right to compete and
advance to the FIFA World Cup™.
There are others when you include media, agencies/agents and brands.
According to FIFA, football is the world’s favorite sport, played by more than 240
million players across the world. So not surprising that Football is the #1 followed
sport in most markets with the biggest exceptions being the U.S. and China.
Let’s start with the basics…
What rights and intellectual property does FIFA protect?
Per FIFA, they have “developed and protected an assortment of logos,
words, titles, symbols and other trademarks which it will use, or allow
others to use under a formal agreement.” Some examples include:
Official Logo / Emblem
Host City Posters
FIFA World Cup Trophy
2014 FIFA World Cup Brazil
2014 FIFA World Cup
FIFA World Cup
2014 World Cup
World Cup 2014
Football World Cup
Soccer World Cup
Copa do Mundo
Mundial de Futebol Brasil 2014
Copa do Mundo 2014
HOST CITY names + 2014
FIFA also has guidelines as it pertains to ticket promotions, public
viewing events and retail decorations to name a few. Check out FIFA’s
website for more detailed information.
In 2010, FIFA supposedly asked authorities to remove 36 women from a World Cup
match for wearing orange mini-dresses they deemed were an ambush marketing
campaign by Dutch brewing company Bavaria.
Let’s start with the basics…
What do you need to know about this year’s event?
Tournament runs: June 12th – July 13th, 2014
64 matches across 12 venues in 12 different host cities including the
capital, Brasília, and the two largest cities, São Paulo and Rio de
Over 3.5 million expected to attend the matches with another 18 million
expected to visit the Fan Zones.
The official slogan “All in One Rhythm” showcases the essence of the
five pillars representing Brazil: cohesive society, power of innovation,
striking nature, living football and land of happiness.
Brazil is the most successful team in FIFA history, with 5 World Cup titles (1958,
1962, 1970, 1994, 2002) and is the only team to have played in every World Cup.
Now, let’s dig into the rights landscape
In the next slides, we will cover five (5) opportunities for a brand to
develop a marketing plan around the FIFA World Cup™.
Media: FIFA World Cup™ Broadcasters and Social Media
National Team Sponsor
The 2010 FIFA World Cup™ in South Africa generated $4.2 billion in revenue. The
2014 edition in Brazil is expected to surpass $5 billion.
FIFA offers a three-tier sponsorship structure:
1. FIFA Partners
2. FIFA World Cup Sponsors
3. National Supporters for each FIFA event
In addition, FIFA offers licensing opportunities for a breadth of products
that “help promote the tournament or contribute to the fan experience.”
FIFA unveiled its new commercial strategy after the 2006 FIFA World Cup™ in
Germany. In 2013, FIFA announced that it would expand its commercial strategy for
the 2018 and 2022 FIFA World Cups™ to create more regional opportunities.
The FIFA Partners have the highest level of association with FIFA and all
FIFA events for both men and women which includes playing a role in
supporting FIFA’s initiatives to develop the sport around the world. FIFA
partners own global rights to a broad range of FIFA activities and are
offered exclusive marketing assets which means FIFA will do everything
they can to protect them from ambush. Fees for FIFA Partners can vary
significantly based on the definition of the category being protected. For
the last cycle, Partners annual fees ranged from $24M - $44M USD.
FIFA only sells six (6) Partner opportunities which usually are negotiated to
include a minimum of two World Cup™ cycles. The current FIFA Partners
for the 2014 FIFA World Cup™ are:
Hyundai / Kia Motors
In November 2013, adidas extended its partnership with FIFA through the year 2030
meaning their relationship, which began in 1970, will be official for at least 60 years.
FIFA World Cup™ Sponsors
FIFA World Cup™ Sponsors have rights to the FIFA Confederations Cup
and the FIFA World Cup™(men’s and women’s) on a global basis.
Sponsors receive rights to all official marks for brand association, select
marketing assets, media exposure, as well as ticketing and hospitality. For
the last cycle, Sponsors annual fees ranged from $10M - $25M USD.
FIFA only sells eight (8) Sponsor opportunities, which usually are
negotiated to include a minimum of two World Cup™ cycles. The current
FIFA Sponsors for the 2014 FIFA World Cup™ are:
Moy Park (poultry producer)
Yingli (solar energy)
McDonald’s owns the rights to the Player Escort Program which gives more than
1,400 children, ages 6 – 10 years old, the chance to walk onto the field, holding
hands with their favorite soccer players and teams. This amazing opportunity is
available to children in 60 countries.
FIFA World Cup™ National Supporter
FIFA World Cup™ National Supporters have rights to the men’s FIFA
Confederations Cup and the FIFA World Cup ™ only in the host country.
Supporters also receive rights to official marks for brand association,
select marketing assets, media exposure, as well as ticketing and
hospitality. A National Supporter must demonstrate that they are
headquartered or operate predominantly in the host country. For Brazil,
National Supporter annual fees ranged from $4.5M to $8M USD.
FIFA sells six (6) National Supporter opportunities, which are only for one
four-year World Cup™ cycle. The current 2014 FIFA World Cup™ National
Apex (trade and investments)
Centauro (sporting goods retailer)
Garoto (confectionary manufacturer) •
Liberty Seguros (insurance)
Wise Up (language school)
Centauro took the last available supporter spot a month prior to the 2013 FIFA
Confederations Cup. Centauro, is the largest sportswear retailer in Latin America
and has over 230 stores in Brazil alone.
FIFA Brand Licensee
FIFA also seeks brand licensees in order to work with a selection of wellestablished brands that can enhance the experience of football fans
through what they deem “their creativity, innovation, superior quality and
Some collaborations include:
• Panini (sticker albums)
• Electronic Arts (video games)
• Hublot (time keeper)
• Louis Vuitton (trophy travel case)
FIFA also has an expansive licensing program that covers publications,
official merchandise such as apparel, and collectibles among other things.
For their Q3 FY14 Financial Results, EA reported that for the month of December,
FIFA 14 was one of the top three best-selling titles across all platforms in the
Western World and the #1 title in Europe.
Future Regional Opportunities
In 2013, FIFA announced that it will introduce new regional sponsorship
packages for the 2018 and 2022 FIFA World Cups™. This new structure
will go into effect in 2015, the start of the next World Cup cycle and will
replace the third-tier of sponsorships (National Supporters).
Under this new strategy, FIFA will now be offering four (4) Regional
Supporters opportunities across each of the following five regions: North
America, South America, Europe, Middle East & Africa and Asia.
Regional Supporters cannot conflict in categories with FIFA Partners or
FIFA World Cup Sponsors.
2018 will be the first time that Russia hosts the FIFA World Cup tournament. They
beat out England, Netherlands/Belgium, and Spain/Portugal for the right to host.
FIFA World Cup™ Broadcasters
FIFA sells Media Licenses across television, radio, mobile and the internet
covering over 200 countries. These licensees have the right to sell
sponsorships within their broadcasts both nationally and locally, but must
give first right of refusal to FIFA Partners and FIFA World Cup™ Sponsors.
If the partners and sponsors don’t lock their categories, the licensee can
present the opportunity to competitor brands.
Traditional sponsorship packages include a mix of advertising units,
billboards, and select marketing assets such as branding on the game
clock or player of the match.
For a complete list of official licensees visit: FIFA's website.
In the U.S., Telemundo is rumored to have spent $600M to acquire the Spanish
language broadcast rights for the 2018 and 2022 FIFA World Cups™. In turn, Fox
spent $425M for the English language rights.
Social Media has disrupted how fans engage with sports and will once
again be at the center of the 2014 FIFA World Cup™. Brazilians are
extremely active on both Facebook and Twitter, setting the table for one of
the most active FIFA World Cups™ of all time.
Social Media platforms are once again offering advertising opportunities
around curated content during the event. FIFA, as well as many of the
official Media Rights Licenses, will also be creating their own pages with
plenty of real estate to offer brands.
Of note, FIFA does not impose any social media bans on the athletes or the
During the 2010 FIFA World Cup™ Final, people from 172 countries tweeted in 27
different languages. During the game’s final 15 minutes, Tweets-per-second (TPS)
jumped to more than 2,000, eventually eclipsing at 3,051 during Spain’s winning
National Team Sponsor
208 National Teams (the host country automatically qualifies) are eligible
to participate in the grueling 3 year process to qualify for one of the 31
spots in the FIFA World Cup™. For the players involved, there is no higher
honor in sport than representing their National Team.
Each of the associations sell sponsorships packages, which are often
tiered by types such as: official sponsors, official suppliers and licensees.
National Team sponsors typically receive a mix of rights such as official
team marks for brand association, select marketing assets, rights to
collective player images, media exposure, as well as ticketing and
hospitality during qualifying matches and certain friendlies.
As we mentioned previously, Brazil is the ONLY team in FIFA World Cup™ history to
have qualified for EACH of the 20 tournaments. Italy and Germany are tied for
second place with 18 appearances each.
Each of the 32 qualified FIFA World Cup™ participant nations will carry a
roster of 23 players. That’s 736 players available for endorsement
opportunities. There are many more opportunities when you look at the
former greats such as Pelé, Ronaldo, Beckham, Thierry and Zidane.
Athletes can sign endorsements with official FIFA partners and nonpartners. Endorsement contracts can include rights to the players name,
image & likeness, advertising production days, social media postings,
autographed merchandise and appearances among other rights.
An athlete CANNOT be used in their National Team uniform or other
related marks unless the brand is also a partner of the National Team. The
athlete cannot be used in conjunction with any of the approved FIFA marks
if the brand is not a partner of FIFA.
Cristiano Ronaldo of Portugal leads all players in terms of Facebook likes (>74M),
Twitter followers (24.6M) and jersey sales.
MATCH runs the official Hospitality Programme for the 2014 FIFA World
Cup™. MATCH has official vendors across key markets to help manage the
program which are also able to sub-license to select agents.
MATCH offers a mix of packages including single match packages as well
as team specific packages, venue series and final round series.
You can select from a private suite to business seats as well as a variety of
amenities including food & beverage, parking, multi-lingual hostesses, etc.
Prices can range from $700 to $100,000 USD.
Hospitality packages are a great way to entertain top business guests. If
you are looking to add a special touch, think about combining with your
athlete endorsement strategy.
The Rio Times estimates that over 600,000 foreigners will travel to Brazil for the 2014
FIFA World Cup™, which will generate about US $10.2 billion for the economy.
No single event has the effect that the FIFA World Cup™ has with
countries agreeing to temporary cease fires, employees all of the sudden
becoming “ill” in order to stay home and watch the matches, and 46% of
the World’s eye balls glued to their television sets. As a brand, you cannot
afford to just sit out of this marketing opportunity. Therefore, we hope this
document has helped to illustrate some of the great avenues available to
you to explore.
FIFA World Cup™
Sources used for the presentation include:
FIFA.COM, Sports Business Journal, USAToday, BlogTwitter, EA, Soccerex, Bloomberg
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