What makes a soccer partner great? It can be anything from a big brand like Pepsi to a company like Gazprom. Soccer sponsors are a great way to draw in a larger audience and increase revenue. Soccer teams can use audience data to guide their sponsorship decisions. A soccer team with a strong online presence will be more likely to attract a target market. Consumers expect brands and retailers to have an online presence.
PUMA is a soccer sponsor
The PUMA sponsors have come under fire for not just the Italian soccer team. The Israeli occupation authorities are treating Palestinian footballers horribly and the Israeli football association (IFA), which has teams that play in illegal settlements, is under fire. A petition has been started against the sponsor and tens of thousands of people have signed it. But, the public response hasn't been as vigorous as that for animal cruelty. PUMA has not yet made public its position.
Pepsi
Pepsi has announced new sponsorships for major league soccer. Coca-Cola has agreed to sponsor Major League Soccer for a period of four years. Pepsi was once the largest sponsor of Major League Soccer. But, the brand has been expanding its sponsorships over time. Pepsi also sponsors several MLS teams including New York City FC and FC Dallas. Pepsi can also promote its brands through the partnership.
FedEx
FedEx has partnered up with UEFA to promote soccer in Europe. This three-year deal will see the company sponsor the UEFA Champions League and other competitions. Other soccer events that FedEx will be involved with include the Uefa Youth League, UEFA Super Cup, and Uefa eChampions League. FedEx has been a supporter of the Europa League ever since 2015 and will continue to do so through the 2020-21 season. It also holds rights to UEFA EURO 2020, and the Uefa League finals.
Gazprom
Gazprom's sponsorship of soccer has been the subject of much controversy in recent months. Gazprom has been accused of supporting Russian companies by a number of European football clubs who have pulled their shirt sponsorships. Schalke 04, one of these teams, has pulled its shirt sponsorship form Gazprom citing UEFA ethical guidelines. Europe and around the world, concerns about Russian-backed firms have increased. Gazprom is a Russian natural gas company headquartered in Saint Petersburg. The company is majority owned by the Russian government, and has a global presence in the soccer world.
Hisense
Hisense is no stranger in sponsorship as it is the largest TV manufacturer in the world. Hisense has been involved with major events such as the 2010 World Cup, and the recent World Cup Russia. Hisense's global awareness increased by over 6% due to sponsorships. But more than just boosting sales, sponsorships help the company promote its products through on-site engagement and global advertising campaigns. Hisense will also enjoy video-on demand programming based upon past World Cup content. Hisense customers will be able access this content via VIDAA smartTV platform.
Volkswagen
Volkswagen announced that it will sponsor the German national soccer team. The brand plans to restore its image following the diesel emissions scandal that rocked the entire world last year. Also, it will be making a strategic shift towards electric vehicles. Wolfsburg-based automaker has spent a lot of money to build a soccer team in Germany's top league. An insufficient revenue stream and a lack of international fans have led to experts questioning the reasoning behind such a large investment.