What makes a soccer sponsor great? This could be a major brand like Pepsi, or a small company like Gazprom. Soccer sponsors are a great way to draw in a larger audience and increase revenue. Soccer teams have the benefit of having data about their audience to aid in their sponsorship decisions. A soccer team with a strong online presence will be more likely to attract a target market. Moreover, the average consumer expects brands to have an online presence.
PUMA is a soccer sponsor
It is not just the Italian team that PUMA sponsors that have been under fire. The Israeli occupation authorities treat Palestinian footballers in horrendous ways. A petition was started against the sponsor, and it has been signed by thousands. The public reaction to animal cruelty has been less strong than the one against the sponsor. 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 the last major brand to sponsor Major League Soccer, but it has expanded its sponsorships over the past few years. The company sponsors many MLS teams, including New York City FC FC and FC Dallas FC. Pepsi also has the opportunity to promote its various brands through this partnership.
FedEx
FedEx and UEFA have partnered together to promote the sport of soccer. The company will sponsor the UEFA Champions League, as well other competitions, over a three-year contract. 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 Europa League sponsor since 2015. This sponsorship will continue into the 2020-21 seasons. It also holds rights to UEFA EURO 2020, and the Uefa League finals.
Gazprom
Gazprom's sponsorship deal with soccer has caused a lot controversy in recent weeks. Gazprom's shirt sponsorship has been pulled from a number European football clubs. This is due to concern that they are supporting Russian companies. Schalke 04 is one example of such a team. They cited UEFA's ethical guidelines as the reason they pulled their shirt sponsorship from Gazprom. Concerns over Russian-backed companies have grown throughout Europe and the world. Gazprom is a Russian natural-gas company with its headquarters in Saint Petersburg. The Russian government holds the majority ownership of Gazprom and the company has a presence worldwide in the soccer world.
Hisense
Hisense is a major TV manufacturer and sponsor. The company has participated in many major events, including the 2010 World Cup and the recent World Cup in Russia. Hisense has seen a rise in awareness worldwide through sponsorships. Sponsorships do more than boost sales. They help the company promote its products via on-site engagement and worldwide advertising campaigns. Hisense will also get video-on–demand programming that draws inspiration from past World Cup events. Hisense customers will be able access this content via VIDAA smartTV platform.
Volkswagen
Volkswagen has announced that it will sponsor Germany's national soccer team. Volkswagen is trying to rebuild its reputation following last year's diesel-emissions scandal. It also wants to shift to electric cars. Wolfsburg's automaker will spend big on a top-tier soccer team to achieve its goals. Some experts question the wisdom of such an investment due to the club's small revenues and the absence of an international fan base.