Fifa slashes sponsorship rates in World Club deal

Football’s world governing body, Fifa, has been forced to slash the price of its sponsorship packages for the inaugural World Club Championships, in an 11th-hour agreement.

The deals were struck over the new year period after it emerged that the championships, which begin this week, had not secured a single sponsor just three weeks from kick off (MW December 16). Manchester United’s first game is today (Thursday).

ISL Worldwide, the company handling the sales of marketing rights, confirms that it has signed up seven of Fifa’s existing “family” of sponsors: Budweiser, Coca-Cola, MasterCard, Fujifilm, McDonald’s, JVC, and Hyundai.

The seven are understood to have paid about £350,000 each, totalling £2.5m.

ISL was originally aiming to sell eight £600,000 packages, worth about £5m (MW September 9).

A source at one of the sponsors claims that his company has yet to sign on the dotted line because the deal was agreed at the last minute.

The BBC has bought the UK broadcasting rights for the event. Manchester United’s first three games will be shown live on BBC1. All other matches will be broadcast on BBC Choice.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here