FIFA leans on reluctant Adidas and Coca-Cola to pay more for unloved Club World Cup – Inside World Football

November 1 – FIFA and the World Club Cup is a tournament that is increasingly giving the world governing bodies partners cause for concern, with the latest dispute concerning two of its most steadfast collaborators, Adidas and Coca-Cola.
The newest headache for FIFA president, Gianni Infantino, and his pet project is over sponsorship rights. The Swiss Arbitration Centre in Zurich is expected to be a busy place over the next few weeks as separate cases have been lodged by the two giants of sportswear and beverages.
Currently, FIFA has only one sponsor in place for its showpiece summer event, Hisense, the largest TV manufacturer in China. Both, Adidas and Coca-Cola, have long-term deals with FIFA, that they believe included ‘official sponsors’ for all FIFA competitions.
With the competition going through a major revamp though, FIFA has attempted to move the goalposts and is looking to negotiate new contracts. Adidas and Coca-Cola signed deals that run to 2030, and roll on a four-year cycle, worth a reported $70 million.
These loyal sponsors who have been with FIFA for more than 50 years feel like the world football governing body is prioritizing the tournament and its projected new income streams over their existing relationships.
A FIFA spokesperson said: “We are contracting or in advanced negotiations with a range of tournament partners for the new FIFA Club World Cup and will be announcing the first major partnerships in the coming month. The interest from the market is very strong, and the deals being negotiated are with both new brands and existing FIFA sponsors.”
Meanwhile a Coca-Cola spokesperson not wanting to completely rock the boat said: “As one of the longest-standing corporate partners of FIFA, we value our relationship and remain focused on continuing our successful partnership together and refreshing and engaging fans around the world.”
With the tournament clouded in uncertainty on multiple fronts, FIFA is scrambling to find funds to pay for the extravaganza. The 2026 World Cup sponsor Bank of America and Saudi Arabia’s Public Investment Fund are among those thought to have been approached regarding sponsorship.
Contact the writer of this story, Nick Webster, at moc.l1730422983labto1730422983ofdlr1730422983owedi1730422983sni@o1730422983fni1730422983
 
 


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