Lucrative sponsorship: Football bodies look into commercials during VAR breaks

8 May 2019

Photo: Getty Images FIFA has reportedly been approached by a number of companies looking to place their branding in the pauses caused by referees when reviewing important decisions. 

“It is the biggest sponsorship asset that football has created,” thinks one sports marketing adviser.

Nikolaj Babis Nielsen

Next season the English Premier League will introduce VAR. The Bundesliga introduced VAR at the start of the 2017/2018 season, which stirred some controversy among stadium-going fans. They feel VAR is damaging the stadium experience and robbing the game of emotion. 

But now VAR is the victim of more controversy - football bodies are exploring lucrative sponsorships for VAR breaks, according to the Financial Times.

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