Major sponsors of the FIFA Club World Cup 2025: Who are the biggest brands supporting this year's edition?
There are four official FIFA Club World Cup 2025 sponsors, alongside a host of commercial partners with various levels of involvement. As well as promoting their brand via a range of marketing activities, these stakeholders will also provide experiences, services, and functions during the month-long competition.
Thanks to increased media attention, free-to-view coverage provided by entertainment platform DAZN, and the presence of many of the sport’s superstars, sponsors will receive greater exposure this summer than they would have done at any previous edition of the tournament.
We’ll discuss the nature of each sponsor’s role at the 2025 Club World Cup, and shed light on their pre-existing relationship with football’s international governing body. We’ll also check the credentials of each sponsor, exploring whether or not they’ve previously supported major sporting events.
Updated list of announced sponsors for Club World Cup 2025
Each of the tournament’s four main sponsors have been unveiled within the last six months, with the first confirmed back in October 2024. Although FIFA had a multitude of ongoing commercial relationships with various companies, a completely new tendering process was established ahead of the 2025 Club World Cup. This served to highlight the scale of the potential financial opportunity on offer, with FIFA confident of brokering new deals given the level of renewed interest surrounding the pan-continental tournament.
The money generated from sponsors has helped to add further funds into an already enormous prize pot, with participants set to earn at least $50m (£38.6m) this summer.
Hisense
Having previously sponsored the 2018 and 2022 FIFA World Cups, Hisense was the first to be announced as an official partner of this season’s re-invigorated Club World Cup. A Chinese electronics manufacturer specialising in TV-set production, the company is a key player in the global technology market.
Given the nature of their product portfolio, Hisense can easily draw links between the appliances they sell and viewer consumption of major sporting events. Many fans all over the world watch these events unfold on Hisense televisions, and therefore the company serves as a relevant sponsor for any competition being broadcasted to a large global audience. As a consequence, Hisense have supported each of the last three European Championships and continue to fulfil commercial agreements with Real Madrid, Paris Saint-Germain, and long-term partners Leeds United. The company has also previously sponsored six-time F1 Constructors’ World Champions Red Bull Racing.
FIFA confirmed Hisense would sponsor the upcoming Club World Cup at a dedicated launch event, hosted at the Shanghai Tower last October. While attending the event, FIFA President Gianni Infantino commented that, "Hisense’s commitment to innovation and technology aligns with our vision for this tournament. This partnership will offer fans unique ways to engage with the tournament, both on and off the pitch, while laying a technological and innovation-led foundation for the FIFA Club World Cup to flourish."
As part of a deal worth a reported $90m (£69.5) overall, Hisense will provide televisions to support a variety of operational activities at the 2025 Club World Cup. Match officials will use Hisense monitors – located in both the VAR room and at pitch-side – to review footage of major incidents and subsequently make key decisions. Similar screens will also be located in strategic positions around the stadium, ensuring fans never miss a moment of the action.
AB InBev
The largest brewer of alcoholic drinks in the world, AB InBev is accountable for producing some of the best-recognized beverage brands in the market. Budweiser, Corona, Stella Artois, and Michelob are all part of the AB InBev family, alongside a broad range of other notable labels.
AB InBev have been a FIFA partner for almost four decades, having sponsored every World Cup since Mexico ’86. A last-minute ban on stadium alcohol sales in Qatar threatened to undermine the long-standing relationship between the brewer and football’s global governing body, but a new $80m (£61.8m) deal was struck six months after the conclusion of the 2022 World Cup. That contract takes AB InBev’s existing agreement through to 2026, while a separate sponsorship package for the 2025 Club World Cup was organized in November 2024.
In addition to delivering each fixture’s Player of the Match award, AB InBev will run a series of incentives and interactive experiences for fans throughout the summer. As the tournament’s official beer partner, we can expect to see the company’s ‘Megabrands’ of Budweiser and Michelob feature heavily at stadiums and in supporting merchandise. After his company were confirmed as the second official sponsor of FIFA’s flagship club competition, AB InBev CEO Michael Doukeris commented, "This partnership with the FIFA Club World Cup continues our legacy of bringing beer and sports together for fans around the world, creating more moments of celebration and cheers."
Thanks to the intimate relationship between beer and sports, AB InBev have been keen to exploit other similar advertising opportunities. The Belgian-based brewer launched a commercial partnership with the International Olympic Committee (IOC) in January 2024, subsequently supporting events in Paris last summer. Although the original agreement was set to expire following Los Angeles 2028, Ab InBev will now also sponsor the 2030 Winter Olympics in the French Alps and the Brisbane-hosted Games in 2032.
Bank of America
A multi-national financial services company based in North Carolina, the Bank of America is the second-largest banking institution in the United States and is therefore part of the country’s ‘Big Four’ group. Established in 1998, the enterprise is a product of a merger between NationsBank (also based in North Carolina) and the pre-existing Bank of America.
In addition to serving as the tournament’s official banking partner, the Bank of America also sponsors one of the venues chosen to host several of this year’s Club World Cup fixtures. The Bank of America Stadium is the home of MLS outfit Charlotte FC and the NFL’s Carolina Panthers, and will stage two group stage matches (involving Real Madrid, Pachuca, Benfica, and Bayern Munich) and two Round of 16 ties. The company acquired naming rights for the imposing 75,000-seater arena back in 2004, securing a 20-year agreement at a cost of $140m (£108m). This deal was extended towards the end of 2023.
The Bank of America was unveiled as the third main Club World Cup sponsor in early December 2024, just a couple of days ahead of the tournament’s group stage draw in Miami. Several months prior, the Charlotte-headquartered firm struck a deal – believed to be worth approximately $100m (£77m) – to be a sponsor of the Americas-hosted FIFA World Cup 2026.
Nevertheless, the bank’s marketing scope hasn’t just been limited to the footballing sphere. A newly-registered ‘champion partner’ of the Masters, the Bank of America will now be present at the first major golf tournament of the calendar year. In addition to sponsoring the Boston and Chicago Marathons, the world’s second-largest bank by market capitalization is also a long-term partner of the MLB and the U.S Soccer Federation.
Describing the purpose of the Bank of America’s recent sponsorship activity, company Chair and CEO Brian Moynihan remarked, "This partnership with FIFA, for both the World Cup 2026 and now Club World Cup 2025, sharpens our focus on deepening client relationships through the most iconic sporting events in the world, and generating lasting economic impact, globally and locally."
Coca-Cola
One of FIFA’s oldest and most cherished commercial partners, Coca-Cola have worked collaboratively with the governing body for over 75 years. The beverage giant has projected its brand via stadium advertisements at every single World Cup since 1950, and been an official sponsor of international football’s showpiece event for almost five decades. However, a recent legal argument between the two parties put significant strain on this long-held relationship.
FIFA’s decision to separate the Club World Cup from existing sponsorship agreements angered Coca-Cola, who believed they were entitled to support the tournament under the pretences of their current agreement. Alongside German sportswear manufacturer Adidas, Coca-Cola put their case to the Swiss Arbitration Centre in a bid to prove their status an official Club World Cup sponsor. While the outcome of the tribunal hasn’t been formally publicised, it seems that both Coca-Cola and Adidas have now resolved their respective disputes with FIFA. Coca-Cola was unveiled as the Club World Cup’s fourth and final main sponsor in February 2025, while Adidas was confirmed to be the tournament’s official match ball supplier a month earlier.
Although it remains unclear as to whether a specific Club World Cup contract has been orchestrated, we know that the current deal between FIFA and Coca-Cola runs until 2030. The bumper seven-year agreement sees Coca-Cola pay a colossal $400m (£309m) to secure primary sponsorship rights for FIFA’s international events. Adidas have incidentally procured a similar deal, worth a staggering $800m (£618m) over the course of a fifteen-year period.
Coca-Cola have been an active sponsor within the sports sector for quite some time, supporting the Olympics, Paralympics and NASCAR in recent years. The Atlanta-based drinks conglomerate are also partnered to a host of elite football clubs, including Liverpool, Tottenham Hotspur, Juventus, and Napoli.
Why is this year's tournament format so attractive to brands?
This summer’s newly-expanded FIFA Cub World Cup is an attractive proposition to prospective sponsors and commercial partners. A larger number of participants has resulted in a more intensive match schedule, increasing the volume of marketing opportunities available. Furthermore, the tournament boasts a healthy mix of teams from all six FIFA confederations, boosting audience figures – and therefore potential customer numbers – in previously untapped regions of the world.
The passionate supporters of 32 internationally-active clubs will be heavily invested in the upcoming Club World Cup, enabling sponsors to advertise to a large and engaged captive audience. As a decent quantity of the planet’s best footballers will be heading stateside this summer, brands are eager to associate their products with the revitalised pan-continental competition. As a result, FIFA have been able to draw upon a sizeable list of commercial partners.
Do FIFA’s regular sponsors automatically have exclusive rights to this tournament too?
As alluded to previously, FIFA initiated a new tendering process when negotiating sponsorship deals for the 2025 Club World Cup. Therefore, FIFA’s pre-existing commercial partners were not guaranteed to be involved this summer.
However, many of FIFA’s closest long-term affiliates managed to secure sponsorship rights, ensuring their presence at the 21st edition of the Club World Cup. Companies such as Aramco, Hyundai, Lenovo, Qatar Airways, and Visa will all support the delivery of the revamped competition, continuing their prolonged association with major FIFA events.
Broadcasting rights: Where can you watch this year's tournament?
All 63 Club World Cup matches will be shown exclusively live on DAZN this summer, with the London-based streaming service having purchased exclusive broadcasting rights. Viewers will be able to tune into every game for free, simply by registering for a DAZN account.
Matches will be shown on DAZN’s dedicated Club World Cup channel, with commentary available in multiple languages.