World Cup of doom? FIFA’s 30 per cent commercial growth shows sponsors aren’t put off by Qatar furore
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Despite Europe-wide condemnation of the Qatar World Cup FIFA has seen huge commercial growth by targeting new regions and areas of sponsorship.
Research shows Europe’s negative view of the tournament is not matched elsewhere, while types of commercial partnership have evolved.
Why it matters: Corruption scandals in the last decade severely damaged FIFA’s commercial income and the recession had seemed set to increase with an unpopular winter host.
The perspective: Having averted a gloomy outlook in Qatar the United 2026 World Cup in the heart of the world’s most lucrative market offers “a whole new ball game”.
12 December 2022 - 1:00 PM
Research by Off The Pitch shows that FIFA has increased commercial and licensing sponsorship by nearly 30 per cent on its last four year cycle, defying pre-tournament expectation that sponsors would be put off by ethical concerns about host nation Qatar.
The world governing body’s commercial and licensing revenues are now broadly back in line with levels seen before the massive corruption scandals that engulfed the organisation in the middle of the last decade.
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