The company, which joins existing sponsors McDonald's, Anheuser-Busch and South African mobile operator MTN, is the first Indian brand to sign a sponsorship package with the football governing body. The deal will also cover two FIFA Confederations Cup tournaments.
Earlier this year, FIFA put in place a structure under which it will sign six World Cup sponsors prior to the 2010 and 2014 tournaments. The body generates revenue from its global partnerships with Adidas, Visa, Hyundai, Emirates, Coca-Cola and Sony, plus six national supporters for each World Cup.
FIFA is also launching an online loyalty programme to boost the value of its global sponsorships (Marketing, 3 October). The scheme will encourage fans to spend money with its global sponsors to earn points redeemable against football-related merchandise and offers.
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