FIFA, the global football governing body, has recently announced the launch of its latest commercial partnership structure, consisting of three distinct partnership verticals across Women’s Football, Men’s Football, and FIFA esports.
FIFA’s new commercial structure will now include a dedicated program for esports, which will grant FIFA partners a top position across all FIFA esports competitions.
For the first time, brands will be able to take up dedicated partnerships around Women’s Football and esports/gaming. It’s also likely that FIFA Interactive World Cup can benefit from this, as this is one of the major eSports tournaments. FIFA competitions are a popular sport worldwide. It is played in 200+ nations and its viewership is not the only thing that is religiously watched. A number of fans bet on their favorite teams and games all over the world. Germany stands as the top country which bets on esports, with the prize money standing at $612,962.72. Sports betting also extends to other countries including the UK, France, Italy, and online betting in Australia.
The new FIFA partnership model will also provide FIFAe partners with great global commercial rights across all national team tournaments within FIFA’s esports vertical.
Chief Commercial Officer, Kay Madati, claims that ‘As we continually work to make football truly global, accessible and inclusive, we recognized the need for a nimble and customisable commercial structure that enables brands big and small, global and local, to connect with all aspects of the beautiful game. The new model will allow our partners to create more tailored programming and marketing activations that align directly with their strategic business goals, and connect them to the world’s most passionate fans, in the world’s most engaging sport.’
FIFA’s new partnership model will provide more options and flexibility for companies to connect with global football, which in turn, puts forth FIFA as a brand and support its competitions. This launch also proves that FIFA is taken its efforts to broaden its esports and gaming footprint seriously.
FIFAe is the recently launched sub-brand for all of FIFA’s future esports and gaming initiatives. The brand’s aim is to grant access to the interactive side of sports, aiming to be inclusive to new generations and cultures. This includes tournaments and merchandising licensing opportunities.
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