Soccer’s global reach and massive fan base make it a sponsorship goldmine. European clubs dominate, but Asia offers the fastest growth. Team sponsorships are key, driven by FMCG brands and lucrative airline deals. Gambling’s role is significant, though regulations may cause shifts. Digital innovation, social responsibility, and new categories like crypto will shape the future of football sponsorship.

“Global sponsor” is FIFA’s second highest-level partnership designation. Financial terms of the deal between Frito-Lay and FIFA were not disclosed, but sources have estimated the value of a “global sponsor” designation for the 2026 World Cup to be between $75-$100M.

Lenovo has signed on to be the official technology partner for FIFA, which includes the 2026 World Cup in the United States, Canada and Mexico as well as the 2027 Women’s World Cup in Brazil. The announcement was made during Lenovo’s Tech World innovation event in Seattle on Tuesday.