Soccer’s global governing body, Fifa, has announced Alrosa as the final partner of this summer’s Fifa World Cup national team tournament.
The Russian diamond mining giant will receive brand association rights for the region and promotional rights on social media.
The company will also see its branding featured on LED boards in all stadiums during the tournament, and will receive product exposure in selected areas of the World Cup venues.
Alrosa joins fellow domestic companies Russian Railways, Alfa-Bank and Rostelecom as European supporters of the event, which is due to take place from 14th June to 15th July in Russia.
“With the Fifa World Cup just around the corner, we are very pleased to have another strong stakeholder like Alrosa on board,” said Philippe Le Floc’h, chief commercial officer at Fifa. “The tournament will be a celebration of football in Russia and all over the globe. It is also an incredible international marketing platform, reaching billions of people in every single territory in the world.”