FIFA Faces Sponsorship Clash: Adidas and Coca-Cola Dispute Club World Cup Rights

In a high-stakes dispute over the expanded 2025 Club World Cup, FIFA is in arbitration proceedings with two of its longest-standing sponsors, Adidas and Coca-Cola. Both companies, which have been FIFA partners for decades, are challenging sponsorship rights related to the upcoming tournament, set to take place in the United States. The Swiss Arbitration Centre in Zurich is expected to hear the cases in the coming weeks, sources indicate.

This dispute stems from FIFA’s recent efforts to secure new sponsorship deals for the Club World Cup, a tournament that FIFA President Gianni Infantino has aggressively promoted in his vision for expanding the event’s global appeal. Currently, only one sponsor, Chinese electronics giant Hisense, has signed on for the tournament, while negotiations with other potential sponsors are ongoing.

Adidas and Coca-Cola Push Back on FIFA’s Sponsorship Strategy

Sources close to the discussions suggest that Adidas and Coca-Cola are resisting new terms introduced by FIFA, which reportedly involve a tender process for sponsorship contracts. The two companies have longstanding deals with FIFA valued at approximately $70 million per four-year cycle, extending through 2030. Their current agreements classify them as official sponsors for all FIFA tournaments, including the World Cup. However, they are said to be “less than thrilled” about the organization’s attempts to renegotiate these terms specifically for the revamped Club World Cup.

FIFA’s Changing Sponsorship Focus Raises Industry Concerns

Industry insiders accuse FIFA of prioritizing potential revenue from the expanded Club World Cup over maintaining strong ties with traditional sponsors. To secure financial backing, FIFA is believed to have approached companies such as Bank of America and Saudi Arabia’s Public Investment Fund. Critics argue that this focus on new sponsors undermines FIFA’s legacy partnerships with companies like Adidas, a top-tier sponsor since 1970, and Coca-Cola, which has been FIFA’s official beverage partner since 1978.

FIFA Responds, Emphasizes Strong Market Interest

A FIFA spokesperson downplayed the reported discord, stating that negotiations with various global brands are underway and that FIFA expects to announce significant partnerships for the Club World Cup soon. “The market interest is very strong, and deals are being pursued with both new brands and existing FIFA sponsors,” the spokesperson said. Adidas and Coca-Cola also issued statements affirming their commitment to FIFA and their interest in supporting future tournaments, though without specifically addressing the Club World Cup sponsorship dispute.

Challenges in Securing Broadcast Deals and US Market Sponsorship

The sponsorship standoff is one of several challenges facing FIFA as it seeks to promote the revamped Club World Cup. Sources report that attempts to negotiate a streaming deal with Apple+ fell through earlier this year, and some US-based sponsors are more focused on the men’s 2026 World Cup, which will be jointly hosted by the US, Canada, and Mexico. Described by one insider as “Gianni’s vanity project,” the Club World Cup faces scrutiny over its commercial viability in a competitive sponsorship landscape.

On Wednesday, FIFA announced Hisense as its first official sponsor for the 2025 Club World Cup. The Chinese electronics brand is set to feature prominently during Video Assistant Referee (VAR) checks throughout the tournament, which is scheduled to run from June 15 to July 13.

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