What makes a soccer sponsor great? A sponsor can be any company, from Gazprom to Pepsi. Soccer sponsors are an excellent way to attract a wider audience and raise revenue. Soccer teams benefit from having audience data to help guide their sponsorship decisions. A soccer team that has an active online presence is more likely attract a target audience. Consumers expect brands to be online.
PUMA has been a sponsor for soccer.
It's not only the Italian team that PUMA sponsors who have been in trouble. 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. The public response has not been as strong as that to animal cruelty. PUMA has yet not publicly stated its position.
Pepsi
Coca-Cola and Pepsi have announced new major league sports sponsorships. The Coca-Cola brand has signed a four-year deal to sponsor the Major League Soccer. Pepsi was once the largest sponsor of Major League Soccer. But, the brand has been expanding its sponsorships over time. 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 deal covers the sponsorship of the UEFA Champions League and other competitions over a three year period. FedEx will also sponsor the Uefa Youth League (UEFA Super Cup), and Uefa eChampions League (UEFA Champions League). FedEx has been the Europa League's sponsor since 2015, and will continue doing so until the 2020-21 season. It also holds the rights to UEFA EURO 2020 and the Uefa Nations League finals.
Gazprom
Gazprom sponsoring soccer has been the topic of much controversy over recent months. Gazprom has been accused of supporting Russian companies by a number of European football clubs who have pulled their shirt sponsorships. One such team, Schalke 04, pulled its shirt sponsorship from Gazprom, citing UEFA's ethical guidelines. Europe and the globe have become more concerned about Russian-backed businesses. 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 one of the most prominent TV manufacturers in the world. This makes it a natural choice for sponsorship. From the 2010 World Cup to the recent World Cup in Russia, the company has been involved in major events to boost brand awareness. Hisense's global awareness increased by over 6% due to sponsorships. Sponsorships go beyond boosting sales. They also help companies promote their products through global advertising campaigns and on-site engagement. Hisense will also be able to offer video-on-demand programming that is based on previous World Cup content. Hisense customers will be able access this content via VIDAA smartTV platform.
Volkswagen
Volkswagen has agreed to sponsor the German national soccer league. 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 is spending a large amount of money on a top German soccer team. But some experts are questioning the rationale behind such an investment, given the club's limited revenues and the lack of an international fan base.