German sportswear group Adidas, carmaker Volkswagen and carrier Lufthansa said separately they would keep their deals with the DFB, though all three said they championed diversity.
The event, held every four years, typically boosts beer consumption globally, and the Belgium-based maker of brands such as Stella Artois and Corona clearly wants to profit from the millions of dollars it has paid to be the tournament’s official brewer.
As the FIFA World Cup 2022 in Qatar picks up pace, we look into some of the brand associations from this year. While Nike was a clear winner with 13 national team jersey deals, arch rivals Adidas and Puma weren’t much behind, striking seven and six deals respectively.
The last three sponsors – two American and one from the Middle East – were announced hours before the opening game: YouTube, Visit Las Vegas and Fine Hygienic Holding, all in the third-tier category of regional sponsors.
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