What makes a soccer partner 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 an active online presence is more likely to attract a target audience. Moreover, the average consumer expects brands to have an online presence.
PUMA is a soccer sponsor
It's not only the Italian team that PUMA sponsors who have been in trouble. The Israeli occupation authorities treat Palestinian footballers in horrendous ways. The sponsor has been subject to a petition that has been signed by tens of thousand of people. The public response has not been as strong as that to animal cruelty. PUMA has not yet publicly clarified its position.
Pepsi
Pepsi as well as Coca-Cola announced new major league sport sponsorships. Coca-Cola has signed an agreement for sponsorship of the Major League Soccer for 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 many MLS clubs, including New York City FC FC (FC Dallas) and FC Dallas FC (FC New York City FC). The partnership also allows Pepsi to promote its different brands.
FedEx
FedEx has partnered up with UEFA to promote soccer in Europe. The company will sponsor the UEFA Champions League, as well other competitions, over a three-year contract. FedEx will also support the Uefa Youth League as well as the UEFA Super Cup. FedEx is a sponsor for the Europa League since 2015. It will continue this sponsorship into the 2020-21 season. FedEx also owns the rights to UEFA EURO 2020 as well as the finals of the Uefa Nation League.
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 was one such team. It pulled its shirt sponsorship from Gazprom citing UEFA’s ethical guidelines. Europe and around the world, concerns about Russian-backed firms have increased. Gazprom, a Russian company that produces natural gas, is based in Saint Petersburg. The Russian government owns the majority of the company and has a worldwide presence in soccer.
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 go beyond boosting sales. They also help companies promote their products through global advertising campaigns and on-site engagement. Hisense will also enjoy video-on demand programming based upon past World Cup content. Hisense customers have the option to access this content via VIDAA Smart TV.
Volkswagen
Volkswagen announced that it will sponsor the German national soccer team. The brand wants to repair its image after last year's diesel emissions scandal. They also plan to move toward electric cars. To achieve this, the Wolfsburg-based automaker is spending big money on a new soccer team in Germany's top division. An insufficient revenue stream and a lack of international fans have led to experts questioning the reasoning behind such a large investment.