FIFA World Cup 2022
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This time the influence of Asia on the Football World Cup tournament has never happened before. The reason for this is not only that an Asian country is hosting the world’s most attractive sports tournament. In fact, this time Asia has also broken the record in terms of presence and sponsorship of Asian teams. Before this, the FIFA World Cup was organized in Asia 20 years ago. Then Japan and South Korea hosted it. Then the tournament was sponsored by 15 companies. Only six of them were Asian companies. All these were from both the host countries.
After the sale of broadcasting rights, sponsorship is the biggest source of income for FIFA, the governing body of world football. This time, it has received an amount of $ 1.35 billion from the sponsorship of the World Cup, which is 29 percent of its budget for this year. It has received $ 2.64 billion from the sale of broadcast rights.
FIFA sponsors fall into two categories. One is his partners, with whom he has a long-term contract. That is, these companies do not join it only during the World Cup. In the second category come those companies, which sponsor only one competition. This is the first time that an Indian company became the sponsor of the FIFA World Cup tournament. This company is Byju’s. On the other hand, four Chinese and one Singapore company are also included in the sponsors. Apart from them, the sponsors include six companies from host Qatar.
32 teams are participating in the tournament. But the increased presence of Asian sponsors has caught everyone’s attention. According to experts, these companies want to reach the TV/online audience around the world by associating themselves with a big event like World Cup. Simone Chadwick, professor of sports and geopolitical economy at France’s business school Schema, told the website NikkeiAsia.com – ‘Although Asian markets are large, they are not as attractive as other markets in the world in terms of per capita consumption. ‘
During the last i.e. 2018 World Cup, the countries where football matches got maximum TV viewers included China, India and Indonesia. Those matches were viewed in these countries despite their own teams not being in the tournament. That is why this time Asian companies have taken more interest in joining the World Cup. Indian sports consultant Arunva Chaudhary said- ‘It has become a trend in football for Asian sponsors to come forward. Despite this, very few companies are coming forward for this apart from Byju’s in India.
Chowdhary said- ‘Companies see sports as a medium to connect with their potential consumers. During this, common people get acquainted with their brands and products. That is why Chinese companies have also come forward in a big way. In 2018, China accounted for 18 percent of the worldwide viewership for the World Cup. That’s why Chinese companies have used this opportunity for their marketing this time.