Global soccer governing body FIFA has agreed an expanded commercial partnership with sparkling wine brand Taittinger, bolstering the partnership portfolio of its upcoming Club World Cup (CWC) competition.
The multi-year partnership will cover the next two editions of the CWC, in 2025 and 2029, with Taittinger gaining branding presence across each tournament, which will be comprised of 63 games.
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Taittinger has been a partner of FIFA since the 2014 FIFA World Cup, and in 2024, renewed its coverage of FIFA events through 2030, encompassing the 2026 and 2030 men’s World Cups and the 2027 Women’s World Cups.
Now, the pair’s partnership has been expanded from FIFA’s elite national team competitions to cover the concept it envisions as its top-tier international club competition.
The expanded 32-team CWC will be staged across the US between June 14 and July 13, and will feature club sides from across the globe.
Every match will be live-streamed globally for free by the DAZN streaming service after it agreed a broadcast deal with FIFA.
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By GlobalDataFIFA is experiencing a resurgence in alcohol sponsorships following the dry World Cup 2022, which was hosted in Qatar.
Recently, beverage giant Diageo launched a spirits-focused partnership with FIFA for the 2026 World Cup.
Much like the Diageo deal, from a FIFA perspective, this Taittinger partnership allows the body to maximize sponsorship revenue from alcoholic beverage brands without jeopardizing its beer category exclusivity with AB InBev, which is crucial given Budweiser’s support of the upcoming FIFA Club World Cup.
Other prominent sponsors of the upcoming CWC include credit card giant Visa, Bank of America, Coca-Cola, AB InBev, and Hisense.
Up until the Hisense tie-up (also an expansion of an existing arrangement) was unveiled in late October, FIFA had no sponsors (or indeed broadcast partners) on board for the CWC, which has proved extremely controversial with many of soccer’s major stakeholders.
FIFA had been in legal dispute with two of its partners, Adidas and Coca-Cola, over the sponsorship rights to the tournament.
