England awaits 2018 decision

English marketers, sponsors and retailers will learn later today (2 December) whether the country will receive the expected £3bn commercial boost of being awarded the 2018 World Cup.


The bidding nations’ fate will be decided by FIFA’s 22-strong executive in Zurich at about 15.00, with England, a joint bid by Spain and Portugal and Russia the favourites to land the tournament.

England 2018’s bid team, fronted by David Beckham, Prime Minster David Cameron and Prince William will make their pitch this morning at 10.00.

The 2018 bid team has claimed that England would host the “most commercially successful World Cup ever”.

Andy Anson, the chief executive of England 2018, has said that the passion for football in the country, coupled with the popularity of English football across the world, will help boost sponsorship income.

England 2018 attracted the likes of Npower, British Telecom, PwC and Morrisons as sponsors of the bid. All will be well placed to become local sponsors if FIFA chooses England.

England team backers including Umbro, Carlsberg and Mars will also look to exploit their partnerships with World Cup-related activity and retailers will be handed the opportunity to boost sales with World Cup-related merchandise.

England’s bid has often been turbulent. Earlier this week, BBC’s Panorama programme alleged that FIFA executives had taken bribes. In May, bid chairman Lord Triesman was forced to step down after allegations he accused rival bidding nations of bribery.

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 customerservices@marketingweek.com

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