FIFA inks Bank of America as global sponsor for 2026 World Cup

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'Global sponsor' is the second-highest tier in the FIFA corporate partnership hierarchySBJ

Bank of America has signed on as a global sponsor for the 2026 FIFA World Cup, marking the first time FIFA has signed a global sponsor in the banking category. Financial terms of the agreement, which runs through the World Cup in North America, were not disclosed. "Global sponsor” is the second-highest tier in the FIFA corporate partnership hierarchy. An industry source said that sponsorships at this level for the 2026 World Cup cost around $100M. The deal is Bank of America’s largest sports marketing investment. Octagon worked on the deal for Bank of America.

Fellow global sponsors for the 2026 World Cup so far include Budweiser, McDonald’s, Unilever’s Dove Men+Care brand and China-based Mengniu Dairy. Top-level “FIFA partners” for the current World Cup cycle include Aramco, Adidas, Coca-Cola, Hyundai-Kia, Qatar Airways and Visa.

For the 2022 Qatar World Cup, FIFA had seven partners at each of those levels, as well as regional supporters in each of the organization’s five regions: Europe, Asia-Pacific, the Middle East and North Africa, North America and South America.

The World Cup sponsorship represents an uncharacteristic investment in soccer by Bank of America, the country’s second largest bank, which has associated itself most with the NFL, MLB and NASCAR through team- and event-level deals.

Last year, the Charlotte-based institution renewed its naming rights to the city’s NFL stadium, which is also home to MLS’ Charlotte FC, but competitor Ally Financial serves as the soccer club’s front-of-kit sponsor. Bank of America also recently signed on as the presenting sponsor of the Boston Marathon.

FIFA’s foray into the banking category could represent a setback for the 16 World Cup host cities, who are currently in the market selling their own “supporter” designations.

While FIFA allowing host cities to sell their own local sponsorship deals is something of a concession, as it’s the first time the governing body has offered such an opportunity, host city leaders have largely been restricted from pursuing deals in categories in which FIFA has its own partnerships.

It isn’t immediately clear whether any host cities were pursuing deals with financial institutions in their local markets.

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FIFA inks Bank of America as global sponsor for 2026 World Cup

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