The FIFA World CupTM continues to be increasingly valuable to football’s world governing body. Marketing rights income of FIFA has skyrocketed over the last three World Cup cycles. The owner of the World Cup’s global marketing rights earned an estimated $1.5bn from those rights during the current Brazil 2014 cycle starting in 2011.
Huge increase of ROI
That represents an increase of 45% on the South Africa event cycle from 2007-2010, and is an amazing 166% greater than the marketing revenue for the 2003-2006 cycle for the tournament in Germany. When revenue grows like this for any rights owner, so does the need for accountability, with 84% of brands saying they are attaching more importance to return on their sponsorship investment (ROI).