Sponsors set to reject World Cup in Fifa snub

Irish and global companies are set to reject this summer’s World Cup in favour of other events when directing their sponsorship spend, which is expected to soar this year.

Irish and global companies are set to reject this summer’s World Cup in favour of other events when directing their sponsorship spend, which is expected to soar this year, writes Geoff Percival.

“Our read on the World Cup is that for Fifa it is proving difficult to find companies willing to be a partner. And this is in the context that while the sport is more popular than ever, and teams like Chelsea and Manchester United are seeing major incremental growth in sponsorship revenues, Fifa’s reputation has left the sponsorship conversations in a shadow of doubt,” said John Trainor, chief executive of sponsorship agency Onside.