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Fifa agrees 2022 Qatar World Cup deal with Mengniu

Chinese dairy brand returns after serving as official partner for 2018 tournament.

25 October 2021 Rory Jones

Getty Images

  • Branding to be promoted in stadia, and on World Cup’s digital channels
  • Fifa made US$1.4bn in sponsorship revenue for 2018 World Cup cycle

Fifa, soccer’s global governing body, has announced a new deal that sees Chinese dairy product manufacturer Mengniu become an official partner of the 2022 World Cup in Qatar.

During the World Cup, which is set to start on 21st November next year, Mengniu’s branding will be promoted across all official tournament venues and on its related digital assets.

Sponsorship analytics firm Hookit estimates that Fifa’s World Cup partners pay between US$9 million and US$23 million to associate with the showpiece international tournament. Nielsen Sports’ 2018 World Football Report found that Fifa sponsorship revenue fell from US$1.62 billion from the 2014 competition, to a predicted US$1.45 billion for Russia 2018.

Last year, Fifa said that most World Cup broadcast and sponsorship deals were already in place, meaning that the soccer body should still achieve its projected US$6.44 billion profit target for the 2019 to 2022 financial cycle, despite the pandemic.

Fifa secretary general, Fatma Samoura, said: “Mengniu is committed to promoting a healthier world through nutritious products and safeguarding a sustainable planet. These values echo Fifa’s values of promoting healthy lives through football, as well as fair play.

“We look forward to strengthening our relationship with Mengniu and the wider Chinese market in the build up to what will be a truly unique competition – the Fifa World Cup Qatar 2022.”

Jeffrey Minfang Lu, chief executive of Mangniu group, added: “[The agreement] builds on our successful collaboration with Fifa on at the Fifa World Cup in Russia in 2018, and sits well with our five-year plan to develop Mengniu into an international dairy leader, a nutrition and health platform, a company with its strong cultural gene and its own sustainable development mode, and a brand loved by consumers across the world.”

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