The Turbulent World Of Fifa World Cup Sponsorships

BusinessSportsMoneyThe Turbulent World Of FIFA World Cup SponsorshipsBySimon Chadwick ,Contributor.Forbes contributors publish independent expert analyses and insights. Professor of AfroEurasian Sport, geopolitical of sport specialist.Follow AuthorMay 12, 2026, 03:38am EDTMay 12, 2026, 03:40am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.EAST RUTHERFORD, NEW JERSEY - JULY 13: Qatar Airways flight attendants hold the medals following the FIFA Club World Cup 2025 Final match between Chelsea FC and Paris Saint-Germain at MetLife Stadium on July 13, 2025 in East Rutherford, New Jersey. (Photo by Michael Regan - FIFA/FIFA via Getty Images)FIFA via Getty ImagesWhichever winning team lifts the World Cup trophy at the end of this summer’s tournament, their medals will be delivered to them by a group of Qatar Airways flight attendants.It already happened at the 2018 edition in Russia and then again in Doha following the final there in 2022, thanks to Fifa’s Tier 1 global partnership deal with the Gulf airline.There’s a certain irony to this given that during his first presidential term in office, Donald Trump sought to curb the airline’s growing influence, as well as that of Emirates Airline and Etihad Airways.State-owned, Qatar Airways has long been subsidised by the country’s government, not least during the pandemic when it received a $2 billion bailout.Trump felt that Arabian Gulf airlines had gained an unfair competitive advantage on routes into the U.S., which he addressed via measures including a laptop ban on passengers travelling on Gulf region carriers.A deal was eventually struck between the administration and the airlines, though it serves as a reminder that sponsorship deals have a context and are not simply names that benignly appear on digital signage.MORE FOR YOUSponsorship At A Time Of SanctionsThis is suitably illustrated by Hyundai-Kia, another corporation that has repeatedly incu...