Three FIFA sponsors won't renew for 2018 world cup in Russia

By Drum Digital
23 January 2015

FIFA says three second-tier World Cup sponsors opting not to renew for the 2018 tournament in Russia is normal in sports business.

Castrol, Continental and Johnson & Johnson all ended their World Cup commercial deals in December, FIFA says.

The companies were among eight second-tier FIFA partners who collectively paid $524 million to be associated with the 2014 World Cup in Brazil.

FIFA marketing director Thierry Weil says "rotations at the end of a sponsorship cycle are commonplace."

Weil cites "advanced negotiations" with potential partners for the 2018 World Cup, where FIFA intends having more sponsors than in 2014.

FIFA plans for 20 third-tier sponsors on regional deals worldwide instead of eight national sponsors in the host country.

Of the eight second-tier sponsors, Budweiser and McDonalds already renewed for 2018.


Find Love!