Marketing rights provide the FIFA Partners, FIFA World Cup Sponsors, FIFA Regional Supporters and World Cup Partners/Women’s Football Partners with access to intellectual property by enabling them to enter into a long-term strategic alliance with FIFA, which also includes a set of predefined rights. These rights are further split into tangible and intangible rights. Revenue for tangible marketing rights is recognised when the event in question is broadcast and is entirely dependent on the number of broadcasting hours. As a consequence, a comparison against the previous year is not meaningful. Revenue should be analysed considering the full four-year cycle of FIFA.
FIFA National Supporters only have the contractual right for one single other FIFA event. Consequently, revenue for these contracts is recognised in the period in which the event takes place.
In 2021, the value of services or goods included in the above-mentioned marketing rights (i.e. value-in-kind revenue) amounted to USD 11.4 million (2020: USD 5.8 million).
Since only a few online events were staged in 2020 due to COVID-19, the marketing revenue recognised in 2020 is limited to the intangible rights portion of the contracts.