Wanda group
There are four sponsors in China, namely Wanda, Hisense, Mengniu and Vivo. Wanda is a partner of FIFA, while the other three companies are official sponsors of the World Cup.
Global Data, a data analysis consulting company headquartered in London, shows that China enterprises have invested 654.38+39.5 million USD in sponsorship fees. Breakdown by year, China contributed US$ 207 million, Qatar and the United States contributed US$ 654.38+340 million and US$ 654.38+290 million respectively.
Up to now, Wanda Group is the largest China sponsor of FIFA Qatar 2022 World Cup and one of the seven official partners of FIFA, along with Coca-Cola, Adidas, Hyundai, Qatar Airways, Qatar Energy and Visa.
According to global data, as part of the agreement with FIFA, Wanda Group promised to invest 850 million US dollars (about 6 billion yuan) for the World Cup. In 20 16, Wanda group signed a contract to become an official partner of FIFA, with an agreement term of 15.
As the only official mobile phone sponsor of this World Cup, Vivo is expected to invest a total of 450 million US dollars for the World Cup as part of a six-year global sponsorship cooperation agreement with FIFA, which also includes sponsoring the 20 17 Confederations Cup, the 20 18 Russian World Cup, the 20021Confederations Cup and the 2022 FIFA FIFA World Cup Qatar 2022 2022.
Mengniu and Hisense promised to invest about $60 million and $35 million respectively for the World Cup.
In 20 14 and 20 15, Sony, United Arab Emirates, Johnson & Johnson and other brands withdrew from FIFA due to corruption allegations, and then Chinese enterprises filled the funding gap of the World Cup.
In the 20 18 World Cup, there were no fewer than seven Japanese enterprises sponsoring the competition, with an investment of about 835 million US dollars, far exceeding that of American and Russian enterprises. 202 1 America's Cup, there are four major sponsors in the world, three of which are from China.
Paul Temporal, a brand expert at Oxford University's Saide Business School, said that despite the high cost of becoming a World Cup sponsor, sports sponsorship can bring long-term results to brands and countries. "Brands that go abroad are brand ambassadors in China. If they can gain a place in the global market, it will have a positive impact on the national brand image. "