For the 2006 FIFA World Cup Germany™, FIFA implemented a two-tier marketing structure comprising 15 Official Partners and six Official Suppliers (see list below). The Official Partners owned global marketing rights to the event, while the Official Suppliers received marketing rights in the Host Country only.

These sponsors benefited from a range of exclusive and customised marketing opportunities to associate their brand with that of the FIFA World Cup™. Becoming part of a wide range of activities at and surrounding the event meant they could deliver -- in line with each company's individual marketing strategy -- a clear brand image to the public.

For example, adidas built a 40,000m 2 football park right in front of Berlin's landmark Reichstag. Built on a 1:10 scale with a capacity of 10,000 spectators, the "adidas World of Football" was a replica of Berlin's Olympic stadium and showed all 2006 FIFA World Cup matches live on giant screens. Coca-Cola also marked another milestone with its inauguration of the FIFA World Cup™ Trophy Tour - a whistle stop tour of the iconic solid gold Trophy to 29 countries around the world. Deutsche Telekom quite literally reached for the stars in its most eye-catching activation - it transformed Berlin's 200m tall television tower into a giant football by wrapping the 32m wide sphere at the top of the tower in special foil with panels in DT's corporate colour magenta.

Official Partners

Product category

adidas

Sporting and athletic footwear, apparel and bags, soccer equipment

Anheuser-Busch

Beer and malt beverages

Avaya hardware

Communication network

Coca-Cola

Non-alcoholic beverages

Continental

Tyres for mechanised vehicles; "extended mobility concept" products

Deutsche Telekom

Telecommunication products and services, ISP access (in Europe)

Emirates Airline

Aerial transportation services for passengers and cargo

Fujifilm

Photo film and accessories; photo processing, developing and finishing equipment, systems and software, digital cameras, scanners

Gillette

Personal care products, shaving products, batteries

Hyundai

Cars, rental cars, auto components and accessories

MasterCard

All real and/or virtual payment and/or account access or transfer systems and/or cards

McDonald's

Quick service food and restaurants

Philips

Small domestic appliances, audio and video products, lighting products

Toshiba

Computer and PDA hardware, data recording media designed for data-only storage, semi-conductors

Yahoo!

Internet portals, search engines/directories, e-mail services, instant messaging, FIFA World Cup™ e-shop, ISP services (outside Europe)

Deutsche Bahn

Railway transportation services, infrastructure and railway network products and services, logistical services

EnBW

Energy (including electricity, gas, utility and solar energy)

Hamburg Mannheimer

Insurance

OBI

Home improvement and garden centre retailer

Oddset

Sports betting

Postbank

Banking products and services, mail services, freight services