FIFA has overhauled the commercial structure for the expanded FIFA World Cup 2026 in Canada, Mexico and the USA, the FIFA Women’s World Cup Australia & New Zealand 2023 and a number of other competitions.
For the first time, brands will be able to take up dedicated partnerships around women’s football and esports/gaming, in addition to men’s football. FIFA believes this will 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 builds on FIFA’s Women’s Football Strategy and marks another step in FIFA’s commitment to make football more equitable and accessible for women and girls. Partners in this new area will be able to directly impact and support the growth and development of the women’s game.
Shortly after launching the new structure, FIFA confirmed long-standing partner Visa as the first global FIFA Women’s Football Partner, highlighting the commitment of both parties to growing the women’s game and making football truly global.