New FIFA partnership structure includes dedicated esports programme

Global football governing body FIFA has announced the launch of its new commercial partnership structure, consisting of three distinct partnership verticals across Women’s Football, Men’s Football and FIFA esports. 

FIFA’s new commercial structure will include a dedicated programme for esports, which will grant FIFAe partners a premium position across all FIFA esports competitions.

Image credit: FIFA

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The new partnership model will also provide FIFAe partners with extensive global commercial rights across all national team tournaments within FIFA’s esports vertical. Moreover, sponsors will receive global activation rights surrounding FIFAe competitions.

Kay Madati, FIFA’s Chief Commercial Officer, spoke on the announcement: “As we continually work to make football truly global, accessible and inclusive, we recognised the need for a nimble and customisable commercial structure that enables brands big and small, global and local, to connect with all aspects of the beautiful game. 

“The new model will allow our partners to create more tailored programming and marketing activations that align directly with their strategic business goals, and connect them to the world’s most passionate fans, in the world’s most engaging sport.”

According to the release, FIFA’s new partnership model seeks to provide more options and flexibility for companies to connect with global football, leverage the FIFA brand and support its competitions.

Furthermore, the launch of a dedicated esports commercial vertical is reportedly part of FIFA’s efforts to broaden its esports and gaming footprint. 

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FIFAe is the recently launched umbrella brand for all of FIFA’s future esports and gaming initiatives. The brand seeks to grant access to the ‘interactive and immersive entertainment world’ of new generations and cultures’. This includes looking at tournaments and merchandising licensing opportunities.

Esports Insider says: This is great news for FIFA esports. Including FIFA’s esports division in its new partnership model should bring more partners into the sector and ultimately boost the football simulation esports scene. 

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