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For the first time in eight years, FIFA has introduced a new commercial partnership structure that will provide companies worldwide with increased opportunities to partner with soccer.

Three partnership variables have been launched which include women’s football, men’s football and Esports/gaming. As a starting point, brands will now be able to negotiate dedicated partnerships with women’s football and Esports.

FIFA are building on their Women’s Football strategy implemented from 2018, by launching a dedicated women’s soccer commercial vertical to show their commitment to making soccer more accessible for women and girls across the globe. Their main aim from this vertical is to accelerate the growth and equality of the women’s game.

As for opportunities that provides for Australia, it could be a key driver for broadening the business side in women’s soccer, as well as the ever-growing Esports.

FIFA Chief Women’s Football Officer, Sarai Bareman:

“This marks a groundbreaking moment to maximise the growth of the women’s game and its marketing appeal, as we create equal commercial models across Women’s and Men’s Football for the first time,” she said.

“We’re excited about the opportunities for brands who want to support women’s sport, help accelerate women’s equality, and wish to align themselves with the unparalleled momentum around women’s football.”

A dedicated partnerships structure for Esports will allow FIFA to further broaden its gaming footprint. The structure provides exciting opportunities to participate in one of the world’s fastest growing markets.

Overall, FIFA’s new partnership structure includes the following:

• All partners will receive extensive global commercial rights across national team tournaments.
• Sponsors will receive global activation rights surrounding the FIFA Women’s World Cup, the FIFA World Cup and/or across all FIFAe competitions.
• Tournament Supporters will be able to select territorial activation rights for any of the above listed tournaments.
• FIFA partners continue to hold the highest level of association with global partner status and category exclusivity across competitions.
• FIFA’s new commercial approach will enable brands to benefit from new opportunities to associate with FIFA’s brand for business-driven purposes

FIFA Chief Commercial Officer, Kay Madati, on the impact these changes will make:

“As we continually work to make football truly global, accessible and inclusive, we recognised the need for a nimble and customisable commercial structure that enables brands big and small, global and local, to connect with all aspects of the beautiful game,” he said.

“The new model will allow our partners to create more tailored programming and marketing activations that align directly with their strategic business goals, and connect them to the world’s most passionate fans, in the world’s most engaging sport.”