FIFA, world soccer’s governing body, has confirmed it has sold out all of its sponsorship packages for the ongoing Women’s World Cup (WWC) after announcing four last-minute sponsors.

The Women’s World Cup, hosted by Australia and New Zealand, kicked off earlier today (July 20) with hosts New Zealand beating Norway 1-0. The tournament will run until August 20.

FIFA said after filling all available tiers for sponsors, the first-ever dedicated WWC partnership program boasts five top-tier partners, two second-tier women’s football partners, nine third-tier WWC sponsors, and 14 fourth-tier tournament sponsors.

The announcement sees FIFA’s partnership program grow from 12 – six partners and six host country supporters – at the last 2019 WWC to 30 this year, marking an increase of 150%.

FIFA’s chief business officer Romy Gai said: “The FIFA Women’s World Cup 2023 is set to be the biggest stand‑alone women’s event in history, and it’s truly incredible to see our fantastic partners and supporters engage with the potential of this unique event.

"Together, we all share a commitment to developing women’s football at every level, and everyone involved has built extensive plans to spread the word, develop the game and shine a light on the beautiful game. This promises to be a special tournament, and I thank all of our supporters, sponsors, and partners for joining us on this journey.”

Among the three last-minute regional sponsors to join, Hublot, the Swiss luxury watch brand, becomes the tournament’s official timekeeper. Having supported the previous 2015 and 2019 editions, it will equip all 107 match officials with its Big Bang e Gen 3 smartwatch.

The world governing body has also secured two new sponsorships in Brazil, with Itaú, one of Brazil’s largest banks, becoming the tournament’s official bank supporter and betting company EstrelaBet also becoming a regional supporter of the flagship event.

FIFA also unveiled Geico, the US-based auto insurance company, as a regional supporter of the tournament in North America, with that firm promoting the Women's World Cup across the US, Mexico, and Canada with a TV commercial featuring US Women’s National Team player Carli Lloyd on domestic broadcaster Fox.

Geico will also serve as the presenting partner of FIFA’s Fancestry personality quiz launched in North America, which gives fans the chance to adopt a second team to support throughout the tournament.

Sarai Bareman, FIFA’s chief women’s football officer, said: “At the heart of everything we do around the FIFA Women’s World Cup is the development of women’s football around the world and I’m blown away by the depth and breadth of support that our commercial affiliates from all over the world have offered to us for this tournament.

“At every level, they will help us grow the game and give more women and girls the opportunity to play. Thank you to them all.”

The overall top-tier partners of the tournament are sportswear giant adidas, soft drinks giant Coca-Cola, Chinese conglomerate Wanda Group, and automotive manufacturers Hyundai Motors and Kia.

The two women’s soccer partners are financial services firm Visa and printing company Xero, while, the tournament’s World Cup sponsors include AB InBev, Calm, Keter Group, Algorand,, Globant, Mengniu Dairy, McDonald’s, and Unilever.

The tournament’s supporters in Asia and the Pacific include Cisco, CommBank, Jacob’s Creek, Optus, TAB New Zealand, Team Global Express, and Yadea.

North American supporters are BMO, Frito-Lay, and Geico, while South American supporters include Claro and Inter Rapidisimo, along with EstrelaBet and Itaú.

Image: Buda Mendes/Getty Images