SPONSORS MAKE every major sporting event possible by paying for the privilege and the exclusivity. The payback is to receive rights to the event on a global basis, including category exclusivity, select marketing assets, a boost in sales and media exposure to a global audience?in the case of the Fifa World Cup, it?s the most-watched sporting event in the world and lasts a full month. During the last World Cup in South Africa, there were more than 3.2 billion global TV viewers. There is also, however, a question of image. The major brands associated with the 2014 Fifa World Cup have been quick to push for an investigation into the allegations against Qatar on the methods it used to win the rights to host the 2022 event, led by Sony and Adidas. That also reflects the changing nature of sports sponsorship. Global sponsorship for an event like the World Cup is no longer restricted to pitch-side promotion on billboards or the official logo stamped on products. The tournament has attracted some $1.6 billion in sponsorship revenue and another $2.4 million in TV rights, an increase of around 10% over the 2010 event, and the payback has correspondingly expanded.

Fifa has created three sponsorship tiers: Fifa Partners, Fifa World Cup Sponsors and National Supporters. The Partners are restricted to six companies each paying between $24-44 million annually. In return, they get a global marketing association with all Fifa events and activities. The next level is Sponsors, who receive rights to the event on a global basis, including category exclusivity, select marketing assets and secondary media exposure. The eight companies in the Sponsor category pay Fifa an annual fee of $10-25 million (the eight include Mahindra Satyam). The last category, National Supporters, receive the right to promote an association with Fifa World Cup within the host country?Brazil?as well as category exclusivity, domestic media exposure and other benefits. For that, the six companies pay between $4.5 million and $7.5 million a year.

That reflects Fifa?s marketing strategy, to offer fewer, more exclusive sponsorship opportunities and maximise potential revenue by offering a broader package of rights and a less-crowded playing field, literally and financially. Yet, being financial backers comes with plenty of concerns to do with the growing political, social and non-commercial aspects of such a huge sporting event spread over 30 days. Apart from Qatar, there are issues to do with delays over stadiums and infrastructure, as well as strikes by metro workers and the social unrest within Brazil. One of the most visible pieces of graffiti in Sao Paulo, photographed and flashed around the world, shows a hungry child being offered a football to eat. According to sports sponsorship agency, Brand Rapport: ?Companies and brands have an added push and impetus towards showing ordinary people they are aware that there is a social aspect to being a sponsor. When firms are involved in major sporting events like the World Cup, there has to be an increased awareness of the outside world, and a more realistic approach to the world that people can respect.? According to sports marketing research firm Repucom?s World Football Report, during the 2010 event in South Africa, about $4.12 billion was generated globally for sponsors in terms of revenue. This year is also expected to see a big increase in brand promotion via social media, which offers sponsors additional avenues for brand awareness, football-related products and events and promotions. Brazil happens to be Facebook?s second-largest market globally. Twitter will be asking for votes for Man of the Match in each game, while Instagram and Facebook are also hyper-active in the digital space.

The risks involved in sponsoring is that it also becomes a global stage for protestors and movements. The graffiti showing the child and the football is a protest against the cost of the World Cup as against money spent on poverty alleviation by the Brazilian government. Indeed, for the 22 corporate backers, it?s pretty much like a game of football, and the need for a defensive and offensive strategy. Even more so when some sponsors are there for the long run. Adidas has signed up for the next four World Cups, and Visa, Coca-Cola and Hyundai-Kia are on board till 2022.