FIFA: a restructuring of the commercial structure which now includes esports and women's football

FIFA has announced an "overhaul" of its commercial structure for the 2026 World Cup (in Canada, Mexico and the United States), the 2023 Women's World Cup (in Australia and New Zealand) and "other competitions" including esports (under the "FIFAe" brand) on 13/12/2021.

"For the first time since 2013, FIFA is introducing a new commercial partnership structure that will provide companies around the world with more tailored opportunities to partner with the sport of football, leverage the FIFA brand and support its competitions. Three distinct partnership verticals are being launched this week with a range of packages available across women's football, men's Football and esports/gaming," explained the body.

FIFA also presented its new hierarchy of partnerships. The "FIFA Partners" remain at the top of the sponsorship pyramid, while each of the three pillars (men's football, women's football and FIFAe) are divided into levels:
• "Partners", who have access to all international competitions
• "World Cup Sponsors", "Women's Football Sponsors" and "FIFAe Sponsors"
• "Tournament Supporters"…