- FIFA estimates that revenue from marketing rights in categories such as “partner”, “sponsor” and “continental promoter” from Qatar 2022 will be $1.353 million.
- According to Nielsen’s “What fans want: The 2022 world football report”, 67% of football fans believe that a brand is more active if it sponsors a sporting event.
- 11 industries are sponsoring Qatar 2022. Coca-Cola is the one who contributes the highest percentage.
- Infantino’s latest statements heat up the World Cup.
The Soccer World Championship, which FIFA organizes every four years, and that starts tomorrow, is one of the most important sporting events on the world calendar, being also, along with the Olympic Games, the one with the most audiences, especially on television. FIFA president Gianni Infantino said Monday that the 2022 World Cup, hosted by Qatar, is expected to be watched by some 5 billion people around the world.
This ability to summon people turns the event into a sounding board with enormous repercussions and great utility for large corporations. For some, it is the best showcase to promote themselves and make themselves and their products known. For others, it is an excellent way to clean up their deteriorated image, and they invest huge sums of money in it, both for each other.
Financing a FIFA World Cup like Qatar 2022 is not an easy task, so sponsors play a fundamental role so that the most important soccer tournament in the world can be played. FIFA estimates that Qatar 2022 — which will be held from November 21 to December 18 — will only require an investment of $1,696 million.
However, it seems illogical that Qatar would spend so little money, especially since it built eight soccer stadiums. Taking into account that Brazil 2014 cost $15,000 million and Russia 2018 cost $11,000 million, Bloomberg Line estimated that $20,000 million will be spent for the next World Cup.
Not everything is loss, especially when it comes to an event as high-profile as the World Cup. FIFA’s total revenue budget for Qatar 2022 exceeds $4,666 million, of which 26% of this figure corresponds to marketing rights, $1,353 million, contributed by commercially affiliated brands in categories such as “partner”, “sponsor ” and “continental promoter”.
Why bet on sponsoring a sporting event for the World Cup?
Simply and simply because of the exposure that a brand receives. According to the study “What fans want: The 2022 world football report” conducted by the Nielsen consultancy, 67% of football fans believe that a brand is more active if it sponsors a sporting event. Furthermore, 56% of fans are more likely to learn about the brand if it sponsors sporting events; while 59% choose products from these brands if their price or quantity is similar to that of their competition.
The Nielsen study also points out which are the 11 industries that are sponsoring Qatar 2022 and the percentage they represent, as well as how much this figure has changed compared to the World Cups in Russia 2018 and Brazil 2014.
Sponsors in order of importance
1.- Non-alcoholic beverages — 15.8%
Sponsorship percentage in the Russia World Cup (2015–2018): 17.3%
Sponsorship percentage in the World Cup in Brazil (2011–2014):15.3%
Brands in this sector: The Coca-Cola Company
2.- Tourism — 13%
Sponsorship percentage in the Russia World Cup (2015–2018): 8.4%
Sponsorship percentage in the World Cup in Brazil (2011–2014): 6.3%
Brands in this sector: Qatar Airways
3.- Clothing and sports equipment — 11.8%
Sponsorship percentage in Russia’s World Cup (2015–2018): 13%
Sponsorship percentage in the World Cup in Brazil (2011–2014): 14.2%
Brands in this sector: Adidas
4.- Motoring — 9.5%
Sponsorship percentage in the Russia World Cup (2015–2018): 11.1%
Sponsorship percentage in the World Cup in Brazil (2011–2014): 11.5%
Brands in this sector: Hyundai Motors, Kia
4.- Construction and real estate — 9.5%
Sponsorship percentage in Russia’s World Cup (2015–2018): 7.8%
Sponsorship percentage in the World Cup in Brazil (2011–2014): 8.1%
Brands in this sector: Wanda Group
5.- Finance and banking — 8.9%
Sponsorship percentage in Russia’s World Cup (2015–2018): 9.8%
Sponsorship percentage in the World Cup in Brazil (2011–2014): 9.6%
Brands in this sector: VISA, Crypto.com, Algorand
6.- Telecommunications — 6.2%
Sponsorship percentage in the Russia World Cup (2015–2018): 3.1%
Sponsorship percentage in the World Cup in Brazil (2011–2014): 4.6%
Brands in this sector: Ooredoo, Claro
7.- Restaurants — 5.9%
Sponsorship percentage in the Russia World Cup (2015–2018): 6.5%
Sponsorship percentage in Brazil’s World Cup (2011–2014): 1.1%
Brands in this sector: McDonald’s
8.- Personal consumption goods — 5.1%
Sponsorship percentage in Russia’s World Cup (2015–2018): 4.3%
Sponsorship percentage in Brazil’s World Cup (2011–2014): 1.8%
Brands in this sector: Hisense, VIVO
9.- Packaged foods for the consumer — 3.6%
Sponsorship percentage in Russia’s World Cup (2015–2018): 3.3%
Sponsorship percentage in the World Cup in Brazil (2011–2014): 6.9%
Brands in this sector: China Mengniu Dairy Company, Frito-Lay (Doritos, Cheetos, Tostitos, Ruffles, Sabritas, Quaker and Gamesa)
10.- Beer — 2.7%
Sponsorship percentage in Russia’s World Cup (2015–2018): 2.9%
Sponsorship percentage in the World Cup in Brazil (2011–2014): 0.9%
Brands in this sector: Budweiser
11.- Energy, fuel and oil — 1.8%
Sponsorship percentage in Russia’s World Cup period (2015–2018): 10.4%
Sponsorship percentage in the World Cup period in Brazil (2011–2014): 3.9%
Brands in this sector: QatarEnergy
It should be noted that several of these sponsors should be considered major polluters of the environment, some because of plastics or metals due to the packaging of their products, others like Qatar Energy because they are producers of oil and its derivatives, etc. and both their sponsorship serves to promote themselves or to clean up their image, we must not forget who they are and what they do.
On criticism of the World Cup and the Emirate
The ruling emir, Sheikh Tamim bin Hamad al-Thani, criticized attacks on Qatar by some people, “including many in positions of influence”, for his organization of the event. “Even today, there are people who cannot accept the idea of a Muslim Arab country hosting a tournament like the World Cup”, he said in a speech at the World Economic Forum. He stated that Qatar, like other states, “is not perfect”, but it has pushed for reforms and development. The reforms include raising the minimum wage and new rules that authorities say are designed to protect workers from, among other things, heat stress.
Qatar has come under intense criticism from human rights groups for its treatment of immigrant workers, who along with other foreigners make up the bulk of the country’s population. High-level soccer stars such as England manager Gareth Southgate have raised concerns about the human rights of some fans who travel to Qatar, especially women and LGBT+ fans.
Homosexuality is illegal in Qatar. There is also concern about the situation of women, some of whom need the permission of a male relative to marry, work in public jobs and travel abroad.
Tournament organizers insist that everyone, regardless of sexual orientation or where they come from, is welcome in Qatar, though they also caution fans against displaying affection in public. Qatar has claimed its labor system is still a work in progress, denying a 2021 Amnesty International report that thousands of migrant workers continued to be exploited.
Last minute
When I am about to finish this article, I find out about recent statements by FIFA President Gianni Infantino, defending his World Cup and the Emirate, after giving in to pressure from the latter declaring Prohibition during the World Cup. Said Infantino: “Today I feel Qatari, I feel Arab, I feel African, I feel gay, I feel disabled, I feel migrant worker… I feel like them and I know what it is to be bullied since I was little”. And he adds: “I had red hair and suffered bullying. If I read the press today I would be depressed. I am the son of migrant workers, in very difficult conditions in Switzerland, where I saw how those who wanted to enter the country were treated. Today, Switzerland has become in an example of tolerance. Qatar has progressed and FIFA is proud to be here. I’m tired of reading comments about people and decisions from twelve years ago. This will be the best World Cup”.
But it would have been worth to Infantino to have felt all those things before having handed over the organization of the World Cup to the Qataris. But I don’t believe him.
As if there was not enough, Infantino has also decided to launch an attack on European society and on the journalists posted to Qatar: “In recent weeks we have witnessed a double standard. The Europeans give us many lessons. I am a European and we would have to apologize for giving lessons. I came here six years ago and the first thing I did was talk about the workers. How many European companies make money here or in other countries in the area and have taken care of the workers? None. They would still earn less if they did. We , yes. Here I defend football and injustices. Do you know how many journalists came to an event on disabilities two days ago? Four. There are thousands of migrant workers who die and no one remembers. Qatar has offered many migrants to earn ten times more than in his country”. On LGTBI rights, the FIFA president has said that “everyone is welcome” and that “you have to go through a process. The doors are beginning to open”. Curious way to cover up homophobia.
This is the hypocrisy of FIFA, because in reality its verbal heat comes because it sees the World Cup’s media success in danger due to the possible loss of interest in it and the more than possible loss of audience. In reality, what FIFA is doing with Infantino in charge is defending his economic interests that may be affected. That they would have thought of it before. Neither for the place they chose to hold the tournament, nor for the way in which they did it plagued by corrupt, corrupt and corrupt, nor for the absence of rights in the emirate, nor for the hundreds of people who lost their lives in the construction Of the stadiums in which the championship is going to be held, there are no reasons for celebration and yes for regret.
It is possible that “Europe should apologize for the last 300 years before giving moral lessons” as Infantino said, all right. But then he should do the same as the head of FIFA, because thanks to the championship, many outrages have been committed, many abuses, which he could have avoided if he had wanted to. But “mighty gentleman is Mr. Money”, as if to argue with the powerful emir of Qatar in order to control and prevent these abuses.
Whatever Infantino says, whatever whoever defends this World Cup says, there is nowhere to take it, and the best thing is to turn the page and forget about everything. And I don’t care if it is the Spanish National Team that wins the Trophy. I pass soccer for a while. I hope the next organizers, the USA, will do better. They will have to do little else to achieve it, because these are a disaster before they start.
Sources: FIFA, Nielsen, Business Insider, Forbes, MonEsport
El artículo se puede leer en Español en este enlace.
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