| MUMBAI: The value of the marketing rights for the 2010 soccer
World Cup in South Africa is set to take a further leap to reach close to €3
billion. This compares with about €1.9 billion for this year’s World
Cup in Germany.
The figures are contained
in Sportcal.com’s recently-published World Cup 2006: The Commercial Report.
Fifa estimates that media rights, including new media, would be worth about €1.8
billion in 2010, while sponsorship would be worth €1.1 billion. Many of the
main television rights deals for the 2010 event have already been concluded, together
with a reduced number of six, more lucrative, deals with top-tier Fifa partners.
The figures represent a massive increase on even a World Cup as recent
as that of 1998, when the media rights were worth only about €100 million
and the sponsorship rights about €70 million.
Overall commercial revenues
for the 2010 World Cup look certain to be pushed above €3 billion once ticket
revenue is taken into account. For this year’s event, ticket revenues were
worth about €200 million. The largest single contributor to 2010 World
Cup revenues is once again set to be ARD and ZDF, the Germany public-service broadcasters,
which are paying €200 million to acquire the television rights for the tournament
in Germany. This compares with the €170 million they paid for the rights
for this summer’s event. This year’s soccer World Cup generated
€1.9 billion in marketing revenue, with the sale of television and new media
rights raising €1.2 billion and the remaining €700 million deriving
from other sources such as sponsorship and hospitality. | 
