Complete Bid Book – United Bid

7
Media and Marketing Information
7.1 Major Sports Sponsorship Activities
Additionally, North American companies spend
roughly USD $625 million each four-year cycle
on Olympic sponsorships (both IOC and
National Olympic Committees combined) and
roughly USD $350 million each quadrennial
period on FIFA partnerships and sponsorships
of the Canadian, Mexican, and American
men’s and women’s national teams.
7.2 A List of the Major Corporations
Investing in Sports Sponsorship
At least 40 different North American-based
corporations representing automotive,
beverage, fast food restaurants, sportswear,
financial services, and computing/electronics
categories currently spend in excess of USD
$50 million each on sponsorship. Dozens of
international brands also contribute considerably
in the sponsorship market in North America.
Last year, the leading companies were PepsiCo,
Inc. (USD $360 million), Anheuser-Busch
InBev (USD $305 million), The Coca-Cola
Company (USD $295 million), and Nike,
Inc. (USD $265 million).
In addition to these global brands, several
Mexican-based companies invest heavily in
sports sponsorship and almost exclusively on
football teams, leagues, and events.
Canadian-based companies also spend
significant dollars on sports sponsorships in
Canada, including on the Canadian and
International Olympic Committees.
The United Bid is committed to protecting
FIFA and its rights holders against any
unlawful marketing efforts throughout the
duration of the 2026 FIFA World Cup. Only
FIFA partners, Licensees, and government
partners in Canada, Mexico, and the United
States will be allowed to claim an affiliation or
connection with the 2026 FIFA World Cup.
Consumer marketing in each of our three
Host Countries is regulated by a multitude of
government agencies at both the national and
local levels. Enforcement agencies have
broad authority to halt unlawful practices and
impose penalties on companies that sponsor
these campaigns unlawfully; in some cases,
advertising agencies can be liable as well.
Sponsorship spending ranks
* North America-based
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