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FIFA partnership structure confirms esports commitment

FIFA partnership structure confirms esports commitment


The governing bodyof world football, FIFA, has launched a new commercial partnership structure that covers three key areas – men’s football, women’s football and FIFA esports. 

The launch of a dedicated commercial arm for esports can only be seen as an exciting step, increasing FIFA’s gaming presence, confirming its commitment to esports and providing more options and flexibility for companies seeking to connect with the widest spectrum of ‘the beautiful game’ of football.

The recently launched FIFAe, FIFA’s esports and gaming arm, clearly aims to align itself with a new generation of football follower, and FIFAe partners will enjoy premium positions across FIFA esports events, together with global commercial rights across all FIFA esports national team tournaments.

FIFA’s Chief Commercial Officer, Kay Madati, said: “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.”