After the 2006 FIFA World Cup™ FIFA unveiled its new commercial strategy, the main feature of which was a new, three-tier sponsorship structure. The primary tier consists of the FIFA Partners, the second tier of FIFA World Cup Sponsors and the third tier of the National Supporters for each FIFA event.
The six FIFA Partners have the highest level of association with FIFA and all FIFA events as well as playing a wider role in supporting the development of football all around the world, from grassroots right up to the top level at the FIFA World Cup™. This allows FIFA and its Partners to form true partnerships, adding great value to the engagement for both sides.
FIFA World Cup Sponsors have rights to the FIFA Confederations Cup and the FIFA World Cup on a global basis. The main rights for a sponsor in this tier are brand association, the use of selected marketing assets and media exposure, as well as ticketing and hospitality offers for the events.
The National Supporter level is the final level of FIFA’s sponsorship structure, allowing companies with roots in the host country of each FIFA event to promote an association in the domestic market.
One major benefit of FIFA’s sponsorship strategy is the wide product category exclusivity which is afforded to all Commercial Affiliates, allowing each brand to distinguish themselves from competing brands in their product category.
The diagram below depicts how FIFA’s three-tier sponsorship structure will be implemented for the 2014 FIFA World Cup™ in Brazil.