FIFA World Cup 2022 - Post Event Analysis

FIFA World Cup 2022 - Post Event Analysis

Summary

An analysis of the 2022 FIFA World Cup, which provides insight the event's broadcasters, sponsorship portfolio, prize money, attendance and ticketing

This year’s final boasted a total attendance figure of 88,966 at the Lusail Stadium, the joint highest attended match of the tournament, along with Argentina’s semi-final against Croatia and Argentina’s group match against Mexico.

Approximately 2.95 million tickets were sold by the opening day of the event, overtaking the 2018 World Cup which sold around 2.4 million by the opening fixture. In the United Kingdom, almost 20 million people tuned into this year’s final, whilst England’s quarter-final defeat to France drew a peak audience of 23 million.

In France, average TV viewership was 24.1 million for their nation’s final against Argentina, beating the 19.1 million from France’s 2018 final against Croatia.

Portugal’s group stage match against Uruguay recorded the largest Portuguese TV audience in World Cup history, with 5.35 million. The event’s current sponsorship deals are worth an estimated $755.9 million, with the average deal worth $23.62 million, as per GlobalData.

The deal with Vivo ranks as the most valuable sponsorship on FIFA’s roster, at $75 million annually as per GlobalData. Other deals with Qatar Airways, Wanda, Adidas and Crypto.com are worth over $50 million a year. The year’s champions will take home $42 million in prize money, an increase of $4 million from the 2018 event, whilst the runners-up will take home $30 million, an increase of $2 million from the previous tournament.

Participating nations received $1.5 million solely for qualifying and an extra $9 million for exiting the competition in the group stages.

Key Highlights

• TV audience figures broke new records this year in many different countries. In France, average TV viewership was 24.1 million for their nation’s final against Argentina, beating the 19.1 million from France’s 2018 final against Croatia. Across the world, FIFA expect approximately five billion people to tune into the event. Alongside this, the event had a total attendance of 3,404,252 spectators, the third most in World Cup history. This year's prize pool was worth $440 million, with the champions collecting $42 million alone.
• Regarding sponsorship, the 2022 FIFA World Cup had a total of 32 sponsors, which are worth a total of $755.9 million annually.

• This report provides an overview of the event including a look at the event's sponsorship portfolio, broadcasters, prize money, attendance and ticketing. An analysis of the 2022 FIFA World Cup sponsors is included and the estimated annual values for some of these deals. Information regarding some of the events broadcasting and ticketing figures

• For those wanting an in-depth analysis of how the 2022 FIFA World Cup performed, in the sense of both business and popularity.