There are 40 days remaining until the start of the 2026 FIFA World Cup and FIFA boasts it will be their largest and most profitable event ever. FIFA itself estimates that revenue will exceed $ 11 billion. The world governing body of soccer also predicts the World Cup will generate $ 4 billion in GDP for the world economy, and that its economic impact will be worth more than $80 billion. Additionally, FIFA expects 6 billion people around the world will watch the World Cup. Amid all these record-breaking numbers, ticket prices have also seen large exuberant market-ups, which FIFA has justified with controversial practices like dynamic ticket pricing.
These high ticket prices have priced out loyal and passionate fans on every continent, fans who have followed their countries’ national team through qualifiers and various World Cups for years. Hosting the World Cup in the United States, on the 250th anniversary of the US, allows FIFA to front this as a World Cup for the people. However, this will be far from reality when high ticket prices have priced out all but the most ardent fans who will sacrifice savings and personal belongings, even jobs and relationships, to see their favorite team perform on the world stage.
Despite the immense interest in this World Cup, the stands will likely be filled with wealthy spectators (most of them casual fans at best), with internet influencers, celebrities, and corporate types who care little for the game itself.
Met with such disillusionment, what is the loyal fan to do? For those who can afford to buy a reasonably priced ticket, that is an option. But for most in the United States or around the world, the answer is to watch the games on TV. Watch the game with family and friends, in a pub, a bar, or a restaurant, anywhere but at the stadium.
So, how can you, as a loyal fan, voice your displeasure with FIFA’s greed and arrogance? How can FIFA and its executives, complicit partners, and sponsors feel your rage? What way to protest your dissatisfaction? Perhaps in the only way that matters to FIFA and any business executive—by taking your money elsewhere.
I am not advocating for people to tune-off the World Cup. Far from it, as a fan, you can watch most of the games at home, with no extra cost. But I would urge those who are fed up with FIFA to consider a commercial boycott of FIFA’s sponsors for the entirety of the World Cup.
With that in mind, below is a list of FIFA’s sponsors divided by tiers. Sponsors in tier 1 represent partners that have had a long-term relationship with FIFA. Tier 2 sponsors are the 2026 World Cup sponsors, and those in tier 3 represent regional sponsors. These are all multi-million dollar deals. (Please note this list was generated with the assistance of Google AI and using information from the Sponsorship Marketing Association.)
I also included a sample of alternatives across each category that provide the same products or services as the official sponsors. Lastly, I realize all these companies are all multi-million dollar companies, however the point is to send FIFA and its sponsors the message that loyal fans should not be overlooked.
Thank you for reading.
FIFA Partners (Tier 1)
| Sponsor | Industry | Key Brands / Focus | Alternatives |
|---|---|---|---|
| adidas | Sports Apparel | Match balls, official kits, footwear | Nike, Puma, Under Armour |
| Aramco | Energy | Global energy and operations partner | ExxonMobil, Shell, BP, Chevron |
| Coca-Cola | Beverages | Coca-Cola, Diet Coke, Powerade | PepsiCo (Pepsi, Gatorade), Dr Pepper |
| Hyundai • Kia | Automotive | Official vehicles and fleet transport | Toyota, Volkswagen, Ford, Honda, |
| Lenovo | Technology | AI, data centers, and laptops/tablets | Dell, HP, Apple, ASUS, Samsung |
| Qatar Airways | Airlines | Global airline partner | Delta, United |
| Visa | Payments | Digital payment technology | Mastercard, American Express |
FIFA World Cup 2026 Sponsors (Tier 2)
| Sponsor | Industry | Key Brands / Focus | Alternatives |
|---|---|---|---|
| AB InBev | Alcohol | Budweiser, Michelob Ultra | Heineken, Corona, Modelo, Coors |
| Bank of America | Banking | Official Global Bank Sponsor | JPMorgan Chase, Citi, Capital One, Wells Fargo |
| Frito-Lay (Lay's) | Food & Snacks | Lay's, Doritos, Cheetos, Quaker | Pringles, Utz, Cheez-it |
| Hisense | Electronics | Televisions and appliances | Samsung, LG, Sony |
| McDonald's | Restaurants | Official Restaurant Sponsor | Burger King, Wendy's, Chick-fil-A |
| Mengniu Dairy | Dairy | Official Dairy Product Sponsor | Nestlé, Danone, Kraft, Parmalat |
| Unilever | Personal Care | Dove Men+Care | Procter & Gamble (Gillette, Old Spice), Johnson & Johnson |
| Verizon | Telecom | Official 5G and connectivity partner | AT&T, T-Mobile |
Regional Supporters & Suppliers (Tier 3)
| Sponsor | Industry | Key Brands / Focus | Alternatives |
|---|---|---|---|
| Airbnb | Hospitality | Alternative lodging platform | Expedia (VRBO), Hotels.com, Booking.com |
| American Airlines | Airlines | Official North American airline | Delta Air Lines, United Airlines, Southwest |
| Boggi Milano | Fashion | Official formalwear supplier | |
| Diageo | Spirits | Johnnie Walker, Casamigos, Smirnoff | Bacardi, Pernod Ricard |
| DoorDash | Delivery | Official delivery service | Uber Eats, Grubhub, Instacart |
| Fanatics | Collectibles | E-commerce and licensed merchandise | |
| Globant | Digital Services | Fan engagement and digital tools | |
| The Home Depot | Home Retail | Official home improvement retailer | Lowe's, Ace Hardware, Menards |
| LEGO Group | Toys | Licensed sets and brick trophies | Mattel, Hasbro, Spin Master |
| Marriott Bonvoy | Hospitality | Official travel program/hotel partner | Hilton, Hyatt, IHG Hotels & Resorts, Wyndham |
| Panini America | Media/Collectibles | Official stickers and trading cards | Topps (Fanatics), Upper Deck |
| Rock-It Cargo | Logistics | Freight and equipment transport | DHL, FedEx, UPS |
| Valvoline | Automotive Care | Official lubricants and fleet care | Castrol, Pennzoil, Mobil |