New Commercial Structure to Boost Women’s Football

Building on FIFA’s Women’s Football strategy unveiled in 2018, the international governing body is introducing a new commercial partnership structure to make the sport more equitable and accessible for women and girls.

According to FIFA’s Chief Women’s Football Officer, Sarai Bareman, the partnership is aimed to provide companies around the world with more tailored opportunities to partner with the sport of football, leverage the FIFA brand and support its competitions.

“This marks a groundbreaking moment to maximize 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. 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,” Bareman told fifa.com.

FIFA’s New Commercial Structure:

World Cup Partners/Women’s Football Partners/FIFAe Partners will receive extensive global commercial rights across all national team tournaments within their respective vertical, or a premium position across all esports competitions for the FIFAe vertical

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 either the FIFA Women’s World Cup, the FIFA World Cup or the FIFAe competitions. A more flexible Tournament Supporters program is now available for women’s and men’s development tournaments such as the FIFA U-20 and U-17 World Cups

FIFA Partners continue to hold the highest level of association with global partner status and category exclusivity across their respective FIFA properties and competitions

FIFA’s new commercial approach will enable brands to benefit from new opportunities to associate with FIFA’s brand to build and accelerate new business opportunities as well as create community and purpose-driven programs.

Photo 1 Caption: Building on FIFA’s Women’s Football strategy unveiled in 2018, the international governing body is introducing a new commercial partnership structure to make the sport more equitable and accessible for women and girls. Photo: fifa.com