Claro, a Latin American telecommunications provider, has become a regional supporter of soccer’s FIFA 2023 Women’s World Cup (WWC) in Australia and New Zealand after striking a deal with the sport’s global governing body.
The deal marks Claro’s return as a regional sponsor for FIFA’s flagship event, having sponsored the men’s FIFA 2022 World Cup in Qatar. This time, the telco will be designated the tournament’s official operator in Brazil.
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As part of the sponsorship, Claro will help engage Brazilian fans, giving visibility to the tournament through “various activations to boost interest in the tournament and the global growth of women’s football.”
Claro said its activations will be based on its ‘They Play, Brazil Assists’ campaign that will push the message that the World Cup will be a milestone for women’s soccer.
Nick Brown, FIFA’s director of commercial partnership, said: “We are thrilled to welcome Claro as a supporter of the 2023 FIFA Women’s World Cup in Brazil and strengthen our long-standing relationship.
“Claro’s support and activations will help bring the tournament closer to fans in Brazil, creating unique opportunities to celebrate women’s football.”
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By GlobalDataThe 2023 World Cup will run from July 20 to August 20 and will be the first edition to feature 32 teams (previously 24). It will take place across nine host cities and 10 stadiums in the two countries.
Ane Lopes, director of brand and communication at Claro Brasil, said: “This is a great opportunity to elevate women’s football and place all women as protagonists.
“Through this sponsorship, Claro will connect millions of Brazilians to the women who will be the main protagonists of this competition.”
Meanwhile, FIFA has expanded its presence on Roblox, the online gaming platform, to include the Women’s World Cup as it looks to further engage a younger fanbase.
Under the expansion, visitors to the free-to-access ‘FIFA World’ will be able to watch highlights and see live scores of matches during the tournament and access a range of original content. Users will also be able to dress their avatar in the kit of their favorite team and participate in skill games and a new three-on-three arcade game.
Romy Gai, FIFA’s chief business officer, said: “Through this integration, we aim to bring the excitement and passion of the tournament to Roblox’s global community of over 66 million daily active users, offering them an unprecedented opportunity to engage with the event like never before.”
The deal builds on FIFA’s original agreement with Roblox, signed ahead of the men’s World Cup in Qatar to engage a younger fanbase last October.
That launch marked FIFA’s first gaming project since ending its popular FIFA video game series with EA Sports earlier that year amid reports that the pair could not agree on commercial terms for the franchise's continuation.
Last week, FIFA unveiled Chinese dairy company Mengniu and short-form video platform TikTok as WWC partners.
