eSports
FIFA launches new commercial partnership structure including dedicated programs for women’s football and esports

For the first time since 2013, FIFA is introducing a new commercial partnership structure that 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.
Three distinct partnership verticals are being launched this week with a range of packages available across Womenâs football, Menâs Football and esports/gaming.
Kay Madati, FIFAâs Chief Commercial Officer, said: âAs 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 worldâs most passionate fans, in the worldâs most engaging sport.â
First dedicated commercial program for Womenâs football launched to accelerate growth and equality of the womenâs game Building on FIFAâs Womenâs Football strategy unveiled in 2018, the launch of a dedicated womenâs football commercial vertical marks another step in FIFAâs commitment to make football more equitable and accessible for women and girls. Partners in this new vertical will be able to directly impact and support the growth and development of the womenâs game. Sarai Bareman, FIFAâs Chief Womenâs Football Officer commented, âThis marks a groundbreaking moment to maximize the growth of the womenâs game and its marketing appeal, as we create equal commercial models across Womenâs and Menâs Football for the first time. Weâre excited about the opportunities for brands who want to support womenâs sport, help accelerate womenâs equality, and wish to align themselves with the unparalleled momentum around womenâs football.ââ
An exciting new era in football gaming and esports with FIFAe Vertical As FIFA continues to broaden its esports and gaming footprint, a dedicated partnerships structure will provide exciting opportunities to participate in the fastest growing media vertical on the planet. FIFAe – the recently launched umbrella brand for all of FIFAâs future esports and gaming initiatives – grants access to the interactive and immersive entertainment world of new generations, cultures, tournaments, and merchandising licensing opportunities.
FIFAâs New Commercial Structure At-A-Glance A flexible partnership model will exist across the new distinct verticals for Womenâs Football, Menâs Football, and esports/gaming.
-
World Cup Partners/Womenâs Football Partners/FIFAe Partners will receive extensive global commercial rights across all national team tournaments within their respective vertical, or a premium position across all esports competitions for the FIFAe vertical
-
Sponsors will receive global activation rights surrounding the FIFA Womenâs World Cup, the FIFA World Cup and/or across all FIFAe competitions
-
Tournament Supporters will be able to select territorial activation rights for either the FIFA Womenâs World Cup, the FIFA World Cup or the FIFAe competitions. A more flexible Tournament Supporters program is now available for womenâs and menâs development tournaments such as the FIFA U-20 and U-17 World Cups
-
FIFA Partners continue to hold the highest level of association with global partner status and category exclusivity across their respective FIFA properties and competitions
-
FIFAâs new commercial approach will enable brands to benefit from new opportunities to associate with FIFAâs brand to build and accelerate new business opportunities as well as create community and purpose-driven programs.
-
Interviews4 days ago
Crash Test for iGaming Projects: SOFTSWISS on Why High Load Performance Defines Operator Success
-
Asia4 days ago
MelBet Announces Monami Ghosh as its New Brand Ambassador
-
Blockchain4 days ago
Best Crypto Casinos: Top 5 Crypto Gambling Sites To Play In July 2025 (BTC, Ethereum, Litecoin, Etc)
-
Interviews4 days ago
HIPTHER Community Voices: Interview with CEO of Media 24 Martins Lasmanis
-
Latest News4 days ago
East Meets Bet: Comparing Online Gambling Trends in Europe and Thailand
-
Latest News4 days ago
Logifuture enters high-growth Croatian market with Mozzart partnership
-
Compliance Updates4 days ago
Ratification of the 2026 Betting Framework for LA FRANĂAISE DES JEUX, Incorporating Excessive Gambling Mitigation Strategies
-
Compliance Updates4 days ago
Gambling Regulator of Ireland Publishes Licensing Application Guidance