Sponsors Shy Away From FIFA as Russia World Cup Draws Near
- Corruption worries and price are deterrents, says agency head
- World Cup expansion will also hit TV rights, Lagardere says
Locals gather by at Zenit Arena, a new stadium on Krestovsky Island in St Petersburg, as first spectators visit the stadium. Almost 10, 000 people test the stadium's readiness to host 2017 FIFA Confederations Cup and 2018 FIFA World Cup matches.
Photographer: Peter KovalevTASS via Getty ImagesThis article is for subscribers only.
With 16 months to go before the next staging of soccer’s flagship event, corporate sponsors aren’t in a rush to have their names attached to the 2018 soccer World Cup in Russia.
Tournament organizer FIFA has signed just one new top-tier level partner, China’s Wanda Group, since the last tournament in Brazil. Only Moscow-headquartered Alfa Bank has agreed to be a regional World Cup supporter, which has replaced national supporter as the cheapest level of sponsorship.