FIFA World Cup Qatar 2022—marketing guide for brands


Isn’t the World Cup usually played in the summer?

Yes, but FIFA moved it to the November date as winter approaches in the northern hemisphere due to the extreme summer heat in Qatar.

Who sponsors the World Cup?

Official FIFA Corporate Partners are Adidas, Coca-Cola Co., Hyundai-Kia, Visa, Qatar Airways, QatarEnergy and Wanda Commercial Properties. Brands with specific World Cup sponsorships include Budweiser, McDonald’s,, Vivo, Byju’s Learning, Hisense and China Mengniu Dairy Company Limited. Frito-Lay, owned by PepsiCo, has North American regional sponsorship.

Sponsors of the US men’s team include Visa, Volkswagen, Nike, Anheuser-Busch, Allstate, Chipotle, AT&T, Deloitte, Biosteele, Gogo Squeeze and Hyperice.

See the FIFA World Cup adverts released so far

Where can I watch the World Cup?

Fox Sports owns the English broadcast rights as part of a $425 million deal that was struck in 2011 and also included the 2018 tournament. Fox Sports will split coverage between Fox and FS1 this year. .

The NBC Universal property owns the Spanish language rights in a deal valued at $600 million. NBC’s Peacock will air Spanish-language coverage of every game, with the first 12 games on Peacock’s free tier and all 52 games on Peacock Premium.

What kind of television audience does the World Cup get?

Overall it’s huge. The last World Cup in 2018 (played in Russia and held from June 14 to July 15) attracted a television audience of 3.5 billion, which equates to more than half of the world’s population aged four and over, according to Reuters.

In the US, 2018 average ratings fell 37% to 5.04 million viewers on Fox and Telemundo. One factor to blame: Team USA failed to qualify for the tournament. Team USA is back this Cup, but there’s another wildcard in the standings: with the tournament scheduled for November 20-December 18, there’s a lot more sports competition than normal, including the NFL, La NBA and NHL.

Related: Inside Nielsen’s Costly Grip On TV Networks

Isn’t Qatar under surveillance?

The Gulf nation is the first country in the Middle East to host the Cup and the smallest host venue ever, with a population of 2.4 million. But it is Qatar’s human rights record that attracts the most attention. Activists including Human Rights Watch have claimed that thousands of migrant workers have died from the heat and poor working conditions during the construction of World Cup venues in Qatar. And critics also cited the country’s laws against same-sex relationships.


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