Every four years, the spotlight of world attention focuses on the month-long FIFA World Cup™ when millions of people in more than 200 countries around the world tune in to watch arguably the biggest show on earth.

FIFA, as holder of the rights to this flagship event and the corresponding trademarks, is responsible for the management and handling of this extensive marketing programme which includes many other FIFA competitions as well as development initiatives.

FIFA offers sponsors solutions that go beyond the traditional media opportunities offered by other sports competitions. At the FIFA World Cup as well as at other FIFA events, sponsors are part of the activities surrounding the event and are able to use their marketing rights in line with their individual marketing strategy to deliver a clear brand image to the public.

An official association with FIFA represents a two-pronged approach - sponsors can promote their brand on a global basis and, at the same time, target local markets.

Together with the official broadcasters who deliver worldwide TV and radio coverage of the events, the sponsors and licensees are the pillars that support the staging and promotion of a FIFA event. They are the only commercial entities allowed to claim any direct association with FIFA as well as use the trademarks on products for promotions, advertising and marketing.