The value of the marketing rights for the 2010 World Cup in South Africa is set to take a further leap to reach close to €3 billion, compared with about €1.9 billion for this year’s World Cup in Germany, according to Sportcal.com’s recently-published ‘World Cup 2006: The Commercial Report.’

In a section of the acclaimed report focusing on the next World Cup, Fifa, soccer’s world governing body, told Sportcal.com that it estimated that media rights, including new media, would be worth about €1.8 billion in 2010, while sponsorship would be worth €1.1 billion.  Many of the main television rights deals for the 2010 event have already been concluded, together with a reduced number of six, more lucrative, deals with top-tier Fifa partners.

The figures represent a massive increase on even a World Cup as recent as that of 1998, when the media rights were worth only about €100 million and the sponsorship rights about €70 million.

Overall commercial revenues for the 2010 World Cup look certain to be pushed above €3 billion once ticket revenue is taken into account (for this year’s event, ticket revenues were worth about €200 million).

The largest single contributor to 2010 World Cup revenues is once again set to be ARD and ZDF, the Germany public-service broadcasters, which are paying €200 million to acquire the television rights for the tournament in Germany.  This compares with the €170 million they paid for the rights for this summer’s event.

This year’s World Cup generated €1.9 billion in marketing revenue, with the sale of television and new media rights raising €1.2 billion and the remaining €700 million deriving from other sources such as sponsorship and hospitality.

World Cup 2006: The Commercial Report features graphs depicting the growth of both media and sponsorship rights for the World Cup, beginning with the 1994 edition and ending with Fifa’s estimates for 2010.

Other graphs compare the growth of sponsorship revenues against those of media revenues, and the growth of World Cup sponsorship revenues versus those of the Uefa European Championships and Champions League.

World Cup 2006: The Commercial Report includes a chapter on the sponsorship and marketing of the World Cup containing a table tracing the history of each sponsor’s involvement with the World Cup and a breakdown of the kit supply deals for all 32 competing teams, with the date of expiry of the contract and (where available) its value.

The chapter also contains a unique section on broadcast sponsorship, listing sponsors of television coverage of the 2006 event in major territories around the world and a breakdown of broadcast sponsorships by industry sector.

Meanwhile, the report’s new media chapter contains a graph comparing estimated traffic for the 2006 fifaworldcup.com website, compared with the site for the 2002 World Cup and also with those for the 2004 Olympic Games and Euro 2004.

Chapters on ticketing, hospitality, licensing and merchandising and on stadia, security and economic impact show, respectively, that turnover from Fifa licensed products has grown from about €300 million in 1994 to an estimated €1.6 billion in 2010, while this year’s event is set to benefit the German economy to the tune of about €10 billion.

World Cup 2006: The Commercial Report is divided into seven chapters: Organisation and financing; Television coverage; Television profits and future coverage; New media; Sponsorship and marketing of the 2006 World Cup; Ticketing, hospitality, licensing and merchandising; and Stadia, security and economic impact.

Combining the products of unique Sportcal.com research, rarely-revealed information from organisations such as Fifa Marketing and Infront Sports and Media, interviews with key groups including sponsors, broadcasters and new media groups and analysis by the authors, World Cup 2006: The Commercial Report provides a complete breakdown of the business of the World Cup, the greatest money-generating sports event on the planet.

The 92-page report, containing 33 tables, is available from Sportcal.com at a cost of £595, or for subscribers to one of Sportcal.com’s online services at £395, a saving of £200.


To purchase a copy of the report either buy online or contact sales@sportcal.com

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