Another FIFA World Cup is coming, one of the biggest global events, attracting millions of fans worldwide.

For brands, it’s one of the most important stages to connect with consumers through one of the most effective means of establishing emotional connections: football.

An analysis by the consulting firm Ampere estimates that the World Cup will generate more than $6 billion in revenue, of which $3.8 billion will come from television rights and $2.4 billion from advertising.

FIFA has a series of multi-million dollar sponsorship deals with the world’s largest companies, from the American soft drink manufacturer Coca-Cola to the Saudi state oil company Aramco and the Chinese computer manufacturer Lenovo.

Each year, these deals bring in more than $500 million for FIFA, considering only Tier 1 partners.

Top FIFA Sponsorship Deals

# Sponsor (Country) Annual Value (TOTAL)

1. Aramco (Saudi Arabia) $100M+ ($400M)
2. Adidas (Germany) ~$100M ($1Bn, multi-cycle)
3. Coca-Cola (USA) ~$100M (~$400M)
4. Visa (USA) $80M-$120M (~$400M)
5. Hyundai/Kia (South Korea) ~$80M (~$320M)
6. Qatar Airways (Qatar) ~$70M-$90M (~$300M)
7. Lenovo (China) ~$70M-$90M (~$300M)