Global soccer’s governing body FIFA and Concacaf, the governing body in North and Central America and the Caribbean, have today (June 14) unveiled a sponsorship-based strategic partnership.
The innovative tie-up entails the two bodies undertaking to “jointly promote and market partnership opportunities for selected national team competitions” in the build-up to the 2026 FIFA World Cup. The tournament will be held across Mexico, the US, and Canada – all Concacaf members.
Upcoming Concacaf tournaments will thus be offered to potential sponsors alongside the World Cup.
The following Concacaf national team competitions are included in the packages set to be offered to brands in addition to the World Cup: the Concacaf Gold Cup in 2023 (starting on June 16) and 2025; the inaugural Women's Gold Cup in February and March next year; and the Concacaf Nations League Finals in 2023-24 and 2024-25.
FIFA has said the deal “will provide brands and prospective partners with a unique opportunity to truly impact the global game at a hugely important moment in its growth in North America and the entire Concacaf region.”
FIFA’s media and partnerships division began working with Concacaf’s commercial department last year, on the development of a joint commercial marketing strategy.
An inaugural FIFA and Concacaf Upfront event will be held in Las Vegas, US, tomorrow (June 15) “to engage further with brands on the unique partnership opportunities available to them.”
Romy Gai, chief business officer at FIFA, said: “The FIFA World Cup 2026 will be unique in terms of the impact it’ll have not only on the host countries but also on the entire Concacaf region and the whole world. Three countries, 16 cities, 48 teams, and 104 matches will provide the biggest sporting platform yet, of a scale never seen before.
“This collaboration between FIFA and Concacaf will enrich the thrilling journey for North American fans, local communities, and for soccer even further – as we build towards the FIFA World Cup 2026, the greatest show on earth.”
Heidi Pellerano, Concacaf’s chief commercial officer, added: “We have Nations Leagues, Gold Cups, the new Champions Cup, and more, and this presents a tremendous opportunity for brands and potential sponsors to be part of a series of major soccer events in the region ahead of the biggest World Cup ever in 2026. I want to thank FIFA for its cooperation in this groundbreaking partnership.”
Concacaf has just extended its sponsorship deal with Valvoline, the lubricants and automotive services provider.
The multi-year partnership renewal makes Valvoline the official motor oil and official marketing partner of this year's Gold Cup, as well as the presenting partner of the Advanced Protection Player Stats after each match.
The Gold Cup is the region’s flagship men’s national competition and takes place every two years. The 2023 edition will be played from June 16 to July 16 across 15 stadiums in 14 US and Canadian cities.
Concacaf unveiled a strategic tie-up with South America’s Conmebol in January, through which the US will host the Copa America national teams tournament next year.