FIFA has embarked on a new era in its more than 100-year-old existence with a shake-up of its commercial strategy. The FIFA Sponsorship Programme covers the period from 2007-2014, including the flagship FIFA World Cups™ in 2010 and 2014, and now classifies prospective marketing partners into three categories: FIFA Partner, FIFA World Cup Sponsor and National Supporter.

FIFA's commercial affiliates, the host nations and host cities, as well as the various local organising committees all make significant contributions to organising a FIFA competition, ranging from financial, value-in-kind and human resource support through to the provision of infrastructure, transportation and security. In return for this substantial commitment, they are guaranteed an exclusive association with the event. FIFA operates a global rights protection programme to ensure that these rights are not infringed by free-riders seeking to claim a slice of the giant FIFA World Cup cake for themselves.

The world of FIFA's Marketing Assets and Programmes is manifold. For the most part it includes the creation and marketing of all FIFA Marks, of which the Event Marks for the various FIFA tournaments are developed in cooperation with the respective Local Organising Committee.

Official Licensed Products enable fans to own a piece of the action and to show their involvement and passion for football and the competition. Items such as shirts, caps, flags, the Official Programme, and other memorabilia allow the fans to connect with the event and also help perpetuate a strong visual identity for the FIFA World Cup.

Hospitality is a powerful strategic marketing tool. For many companies - large or small - it is an integral part of their marketing mix, and an important component of their sponsorship. As a result, the hospitality programme has become a core component of all FIFA events.