FIFA and Wanda Group Partnership Largest Annual Sponsorship Deal in Construction and Real Estate Sector

Strategic Insights -

In 2016, Wanda Group signed a 15-year deal with FIFA, becoming the first Chinese company to achieve top-tier partner status. The partnership, valued at approximately $56.57 million per year, grants Wanda Group rights to all FIFA competitions and corporate activities, extending through the 2030 World Cup. As of 2025, Wanda Group is the highest-spending brand across the construction and real estate sector, with FIFA being a key partner. The sector has experienced consistent growth in both the quantity of agreements signed and their cumulative annual worth through 2023, with the annual value of deals increasing between 2023 and 2024.

Key Takeaways:

  • The Wanda Group-FIFA partnership is the largest annual sponsorship deal in the construction and real estate sector, valued at approximately $56.57 million per year.
  • Wanda Group is the highest-spending brand across the construction and real estate sector in 2025, with FIFA being a key partner.
  • Soccer commands the top position in terms of annual sponsorship revenue and deal volume in the construction and real estate sector in 2025.
  • Mitsui Fudosan is recognized as the most active brand across the sector, boasting 11 active partnerships in 2025.
  • Saudi Arabia has seen a surge in the construction and real estate sector's involvement with the sports sponsorship industry, occupying a significant portion of the higher-value partnerships across the sector.
  • Roshn's naming rights partnership with the Saudi Professional League is one of the largest partnerships across the sector.
  • The Public Investment Fund (PIF) owns four of the biggest clubs across the Saudi Pro League and has taken control of the biggest clubs and the league itself.
  • Despite a decline in the number and total value of transactions within the construction and real estate sector from 2018 to 2019, the industry has experienced consistent year-over-year growth in both the quantity of agreements signed and their cumulative annual worth through 2023.

Statistics:

  • The Wanda Group-FIFA partnership is valued at approximately $56.57 million per year.
  • Soccer commands the top position in terms of annual sponsorship revenue, accounting for 45% of the total sponsorship revenue in the construction and real estate sector in 2025.
  • Mitsui Fudosan has 11 active partnerships in 2025, making it the most active brand across the sector.
  • Roshn's naming rights partnership with the Saudi Professional League is valued at approximately $10 million per year.
  • The Public Investment Fund (PIF) has a majority stake in four of the biggest clubs across the Saudi Pro League, including Al-Hilal, Al-Nassr, Al-Ittihad, and Al-Shabab.

Sources:

  • GlobalData's "Sponsorship Sector Report -- Construction & Real Estate 2025"
  • GlobalData's Sport Analyst, Olivia Snooks
  • FIFA's partnership with Wanda Group