FIFA global sponsorship sold out for 2026 World Cup with one partner still to be named

FIFA has sold out its entire global sponsorship programme for the 2026 World Cup, with Chief Business Officer Romy Gai confirming the milestone at The Business of Soccer Conference in Atlanta this week.All 16 positions across the top two commercial tiers – FIFA Partners and FIFA World Cup 2026 Sponsors – have now been allocated, though the identity of the final partner is yet to be disclosed.Gai said: "This is already the most successful commercial programme in FIFA's history, and we are still building momentum."Two positions remain within the regional Tournament Supporter tier, the lowest of FIFA's three commercial categories, which carries market-specific rather than global rights.The global partner roster spans seven top-tier FIFA Partners – Adidas, Coca-Cola, Visa, Hyundai-Kia, Qatar Airways, Aramco and Lenovo – alongside second-tier World Cup 2026-specific sponsors including Bank of America, McDonald's, AB InBev, Hisense, Frito-Lay, Mengniu Dairy, Unilever and Verizon.The 2023–2026 FIFA commercial cycle is projected to generate around US$11 billion in total revenue, with the 2026 World Cup accounting for approximately US$8.9 billion of that figure.Marketing and sponsorship contracts are forecast to contribute around US$2.7 billion – up roughly US$930m on the previous cycle.FIFA attributed the commercial momentum to a revised partnership model launched in 2023, which offers brands greater flexibility and customisation across rights packages.The tournament opens on June 11 across 16 host cities in the United States, Canada and Mexico, with 104 matches scheduled across the expanded 48-team format.