It represents a worrying setback for football’s world governing body, which has seen the value of World Cup sponsorship double over the past two decades. World Cup sponsorship deals were down £ 129 m compared to four years ago prior to the start of the tournament . With global brands steered clear of sponsorship for this World Cup due to high political controversy , as well as FIFA 's association with corruption , sponsorship ##s fell on a tournament - to - tournament basis for the first time in history . The drop in Western companies sponsoring the competition was partly made up for by a number of Chinese organisations forming commercial partnerships with FIFA .
World Cup sponsorship deals were down £ 129 m compared to four years ago prior to the start of the tournament . With global brands steered clear of sponsorship for this World Cup due to high political controversy , as well as FIFA 's association with corruption , sponsorship ##s fell on a tournament - to - tournament basis for the first time in history . The drop in Western companies sponsoring the competition was partly made up for by a number of Chinese organisations forming commercial partnerships with FIFA .