While speculation around the future of the relationships between FIFA’s top-tier sponsors and the governing body swirls following the most recent allegations levied by the U.S. Department of Justice, how those companies will approach the upcoming Women’s World Cup in Canada is already set in stone. Here are the activation plans for four of the five FIFA partners (Gazprom is not included), as well as FIFA’s national supporter sponsors, according to sources.
ADIDAS: Adidas will be supplying the official match ball, as well as sponsoring awards for best player, top goal scorer and goalkeeper. It will also provide 2,100 uniforms for volunteers, referees and youth program participants. Adidas is also running a “Stadium Captain” activation that will give the winner a chance to go behind the scenes on a matchday and bring the official match ball onto the pitch ahead of the game.
COCA-COLA: Coca-Cola will be delivering its drinks to all event facilities, as well as running match ball promos alongside adidas. Coca-Cola is also currently running a Women’s World Cup trophy across Canada -- the first time that has been done for the tournament.
HYUNDAI: Kia is providing 152 vehicles for teams and officials for tournament use. Kia is also holding a mascot friend activation giving a lucky child an opportunity to join Shuéme on the pitch at half time of the final match in each stadium. Hyundai will be presenting a trophy to the best young player in the tournament, as well letting Canadian fans win customized fan experiences and a trip for two to the final match.
VISA: Visa is the preferred payment method for the entire tournament, and held a ticket presale period earlier in the year. Visa will also be running stadium tours for cardholders on match days.
LOCAL SPONSORS: On the local side, Bell, Labatt/Budweiser and Trend Micro will be all activating within Canada as national supporters of the event. All FIFA commercial affiliates will have exposure in the fan zones and commercial display areas in each of the six host cities, with the Vancouver fan zone being the hub for all activities.
