Long-standing FIFA partner Coca-Cola has settled a legal dispute with the international football governing body and will now sponsor the revamped FIFA Club World Cup this June in the United States.
In October 2023, Coca-Cola lodged a legal complaint against FIFA at the Arbitration Centre in Zurich, Switzerland, arguing that its existing partnership agreement should have included sponsorship rights for the Club World Cup.
At the time, FIFA had only secured one confirmed sponsor for the tournament and was reportedly renegotiating contracts with existing partners, a move that left Coca-Cola “less than thrilled,” according to The Guardian.
FIFA’s struggles to attract sponsors
Coca-Cola has a partnership agreement with FIFA that extends until 2030, covering major tournaments such as the FIFA World Cup. The beverage giant believed that FIFA was prioritising new sponsors over long-term partners like itself.
While the details of the resolution remain unclear, Coca-Cola has now officially joined Bank of America and the Saudi Arabia Public Investment Fund as sponsors of the tournament. FIFA will likely welcome this resolution, as reports suggest the governing body has faced difficulties in attracting commercial interest for the expanded Club World Cup, which aims to secure up to 10 sponsors to generate over $1 billion in revenue.
The long-standing partnership continues strong
FIFA Chief Business Officer Romy Gai spoke on the incredible relationship between the two parties despite recent issues.
“The Coca-Cola Company has been involved in stadium advertising at every FIFA World Cup since 1950 and has provided many memorable experiences in global football over the decades,” he said in a press release.
“We are delighted to have such an important and a long-standing partner on board as we usher in a new era in global club football with the FIFA Club World Cup. This will be an exciting, inclusive and a truly global tournament that will ultimately further the development of the club game while delivering value to our partners.”
Brad Ross, Vice President of Global Sports and Entertainment Marketing and Partnerships at The Coca-Cola Company shared the same sentiment.
“Sports partnerships like the one we have with FIFA are an important growth driver for our company, brands and global system, and the FIFA Club World Cup will be a significant moment to bring the world together through the power of sport,” Ross said in a press release.
“Football fans are among the most passionate in the world, and we’re honoured to be part of these moments by refreshing fans and athletes with our portfolio of beverages and providing them with innovative experiences.”
Club World Cup faces backlash
The revamped tournament, which kicks off on 14 June, will feature 32 teams, including 12 from Europe, six from South America, four each from Africa and Asia, five from North America, and one from Oceania.
Despite securing a global broadcast deal with DAZN, the new format has drawn criticism from clubs and players, who argue that additional fixtures will further congest an already demanding football calendar.
Conclusion
The resolution of this dispute reinforces Coca-Cola’s long-standing association with FIFA and provides much-needed commercial support for the Club World Cup.
However, concerns over fixture congestion and the tournament’s commercial viability continue to pose challenges for FIFA’s latest project.
