World Cup revenue: winning deals

The World Cup is on course to make profits of €1

The World Cup is on course to make profits of €1.1 billion, with revenues coming from the sale of media rights, sponsorship, merchandise and tickets.

Fifa, soccer's world governing body, said the World Cup would generate €1.9 billion in marketing revenue, with the sale of television and new media rights raising €1.2 billion and the remaining €700 million derived from sponsorship and hospitality.

The ticketing operation, which is also being handled by the organising committee, should bring in a further €200 million.

Fifa expects media rights revenues to total €1.2 billion, a 34 per cent increase on revenues generated during the 2002 World Cup.

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The largest single contribution to World Cup revenues is coming from ARD and ZDF, the German public-service broadcasters, which will pay €170 million for the television rights for the event.

For the first time, sales of rights to internet and mobile phone operators are set to make a significant contribution to overall revenues for this year's World Cup, with Fifa estimating that these deals will bring in €120 million.

Sponsorship revenues include payments of €25 - €40 million each from 15 "official partners".

These are joined by six local "suppliers", signed up by the organising committee, which are paying an average of €10 million each to be associated with the event.