PwC becomes first sponsor of 2018 bid

PricewaterhouseCoopers has become the first sponsor of England’s bid to host the FIFA 2018 World Cup.

Beckham and Rooney

The accountancy firm will be the official “business adviser” to the campaign.

The company says it will “provide rigor and independent advice” to help the bid team in its discussions with “key stakeholders” including the Government and FIFA.

England’s bid to host the tournament has recently attracted criticism from FIFA vice-president Jack Warner. He labelled the bid “lightweight” and said it would benefit from making more use of well-known figures such as the Queen or David Beckham.

The bid team is reportedly facing a funding shortfall after being offered a £2.5m loan from the Government, half of what it was understood to have hoped for, to add to the £10m the Football Association is spending.

The PwC deal is the first secured by former Wembley commercial director Jonathan Gregory, who joined as director of partnerships in May.

Former Manchester United commercial director, Andy Anson has also been brought in as chief executive of the bid team.

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