Inside The World Cup: Who Are FIFA’s Biggest International Partners?

While this winter’s World Cup is unprecedented both for its time of year and its location in the world, football’s governing body has fashioned various long-term relationships with sponsors spanning multiple years. Here is a list of FIFA’s biggest international partners.

Hyundai/Kia

Hyundai, along with its sister company Kia, belong to the Hyundai Motor Group (HMG), which was founded in 1998 through HMG’s 51% purchase of Kia. Based in Seoul, South Korea, the group’s relationship with FIFA dates back to 1999, when Hyundai signed an agreement to sponsor 13 FIFA competitions, including the 2002 World Cup held in Korea/Japan. This partnership was extended to 2022 back in 2010.

While South Korea form an important bond with football’s governing body, their players were unable to progress beyond the round of 16 in Qatar. Paulo Bento’s side were resoundingly beaten 4-1 by Brazil in the last-16 stage, who are now the favourites to go and win the tournament with World Cup odds of 13/8. The Canarinha famously went on to win the 2002 World Cup in the home of FIFA’s Official Automotive Partner, South Korea, as Hyundai/Kia look set to put an end to this relationship at the conclusion of this winter’s tournament.

Hyundai, a sponsor for the 2022 FIFA World Cup, will roll out various events as part of their “Goal of the Century” campaign. Among them, @BTS_twt will release a music collaboration project, expected to be released in the second half of the year.https://t.co/2ShCUsdjiI pic.twitter.com/3A6eMZUE7Q

— BTS Charts & Translations⁷ (@charts_k) July 28, 2022

Coca-Cola

One partner who likely won’t be going anywhere any time soon is multinational beverage company Coca-Cola. Founded way back in 1892, the Coca-Cola Company is arguably the world’s most well-known vendor of beverages, with products sold in more than 200 countries and territories around the World Cup. While it began its stadium advertising at World Cups in 1950, its formal association with FIFA began in 1974 before becoming an official sponsor in 1978, which saw a watershed moment for branding in modern sport.

With the famous Coca-Cola logo pasted everywhere from stadiums to team merchandise, FIFA’s partner ramped up their involvement from 2006. From that date, the company have been responsible for the FIFA World Cup Trophy Tour which helps entice fans ahead of each tournament, with 2022 marking the 5th edition of the parade. The Coca-Cola Company also form a strong alliance with The Panini Group, one of the world’s leading officially licensed sticker albums which has become synonymous with die-hard World Cup fans.

The 1990 England World Cup squad in their official suits with Coca Cola bags 👔 💼 pic.twitter.com/GQeGNQJjdd

— Football Remind (@FootballRemind) November 10, 2022

Adidas

However, the most synonymous with the tournament itself over the past 50 years has been Adidas. Founded in 1949 by Adolf Dassler, the German sports brand has led developments in boot, ball and apparel technologies and has global partnerships outside of FIFA, such as with the UEFA European Championship, the UEFA Champions League and Major League Soccer. With football’s governing body and its quadrennial tournament, though, Adidas is pretty much part of the furniture.

That’s because the German corporation has been responsible for supplying FIFA with the official match ball for every World Cup since 1970. Some notable creations include the Tango (1982), the Azteca (1986), the Questra (1994), the Tricolore (1998) and the the controversial Jabulani (2010). Aside from just footballs, Adidas have been behind some of the World Cup’s most iconic kits, which this year saw them produce breath-taking designs for the likes of Argentina, Mexico and Japan.

thank you leo. #ImpossibleIsNothing pic.twitter.com/7PNgbOHiRz

— adidas Football (@adidasfootball) December 3, 2022

FIFA has a multitude of external brands that come and go as the World Cup changes locations every four years. These three partners, though, with the exception of Hyundai/Kia, look to be mainstay partnerships with football’s governing body, and will be there to witness which team is crowned the victor in Qatar 2022.

Image: Fauzan Saari – History Of Soccer