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FIFA sponsorship revenue fell between the World Cup in Brazil in 2014 and the tournament in Russia this year, according to the World Football Report 2018 published by Nielsen Sports.
Long-time sponsor brands such as Castrol, Johnshon & Johnson and Continental did not renew their partnerships with FIFA. It has been widely reported that the reason for not renewing is in a large part due to the corruption scandals that have turned FIFA into a "toxic" brand in the West.
That said, Chinese brands stepped up to the plate and pounced on the opportunity to associate themselves with FIFA and the World Cup. In an effort to continue growing football in China, brands such as Wanda, Hisense, Vivo and Mengniu have now become part of the FIFA sponsorship program.
As it stands, the FIFA partners include Adidas, Coca-Cola, Gazprom, Wanda Group, Visa, Qatar Airways and Kia/Hyundai. World Cup sponsors, that can activate around the World Cup and the Confederations Cup, include Budweiser, Hisense, McDonalds, Vivo and Mengniu, while the regional partners consist of four Russian companies (Alrosa, Alfa-bank, Russian Railways and Rostele).
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