Maersk to become the official sponsor of FIFA World Cup 2022?

5 mins read  Sealuminati TeamJuly 5, 2021
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With all the teams at Euro 2020 having now played their part, we are now looking at the four best teams ready to fight for the ticket to Wembley. There was drama, emotion, agony and celebration, all that was expected of Euro 2020. The Group of Death lives up to its name, as ironically no team manages to make it through the competition. Germany, France and Portugal from the group of death were eliminated in the round of 16, who also happened to be the last 3 major competition winners. The knockout drama continues at UEFA EURO 2020, with just England, Spain, Italy and Denmark left to fight it over the berths to the finals. It all ends at Wembley Stadium with the final, which takes place on Sunday, July 11.

Without letting the sad realisation of this beautiful tournament coming to an end, our members at Sealuminati are already looking forward to something even better. What could possibly be better than the Euros, you ask? The World Cup. We already have our eyes out for the World Cup to be held in Qatar in 2022 but more on its potential sponsor, Maersk.

Back in 2015, A.P. Moeller-Maersk announced its sponsorship of the Handball World Cup in Qatar, the same year the company was negotiating a new oil deal with the country. Maersk Oil, the Danish oil and gas giant, had agreed to have its Qatari subsidiary become a prestige partner of Doha's 2015 Men's Handball World Championship. Maersk Oil was granted the highest level of commercial rights associated with the event as a prestigious partner, including advertising rights and prominent logo placement on all marketing collateral. Qatar 2015 and Maersk Oil partnered on a number of community projects, including Maersk's social investment program Action for Qatar.

Interestingly, the Euro 2020 started off with the sponsors getting all the limelight. Cristiano Ronaldo and Paul Pogba, two of the biggest stars of Euro 2020, snubbed the tournament sponsors by removing branded drinking bottles from press conferences in protest of carbonated drinks and promoted clean drinking water.

Ronaldo, who broke the record to become the all-time leading scorer in the European Championship this year, removed two Coca-Cola bottles from view and replaced them with water, signalling 'agua,' which translates to 'water' in English, ostensibly encouraging people to avoid the carbonated soft drink.

Following this, the company's stock fell from $56.10 to $55.22 almost immediately after Ronaldo's gesture, accounting for a 1.6 % decline. Coca-Cola's market value also decreased by $4 billion, from $242 billion to $238 billion.

Paul Pogba, the France midfielder, was another to express dissatisfaction with the official beverages of the Euro 2020 tournament, removing a bottle of Heineken beer that had been placed in front of him during a news conference.

When Pogba sat down to speak to the media as the Man of the Match following France's 1-0 victory over Germany, he moved the bottle of Heineken's non-alcoholic 0.0 brand placed in front of him. The Euro 2020 attracted unexpected attention towards the sponsors of the tournament.

Tracing along the Handball World Cup scholarship in Qatar, Maersk was also expected to be an official partner in FIFA World Cup 2022 which is to be held in Qatar. Qatar will host another major sporting event in 2022, namely the FIFA World Cup, and talks of participation from Maersk was seen as a potential extension of the company's decision to sponsor a handball event as a way to strengthen the oil agreement with Qatar.

"We have no concrete plans to also sponsor the Soccer World Cup in Qatar. That's many years into the future, and we don't have any principle stating that we're going to sponsor sporting events in Qatar going forward," said Troels Albrechtsen back in 2015, adding that the company has picked the most expensive sponsorship based on the notion that when doing something, one should do it right.

"That we're a prestige partner is only a matter of the size of the sponsorship, but it's important for us to do it right when we do it. If it's worth doing, it's worth doing well.

Hisense, a globally recognized technology company, has partnered recently with FIFA to become an Official Sponsor of the FIFA World Cup Qatar 2022TM, establishing an exclusive affiliation between the tournament's global audience in novel and compelling ways.

Earlier, Hisense Co, a compatriot electronics manufacturer, signed a strategic cooperation agreement with China Cosco Shipping Corporation Limited (Cosco Shipping).

The ongoing pandemic due to Covid-19 has drastically changed the shipping industry. By sponsoring the World Cup in Qatar, Maersk can secure the highest level of commercial rights associated with the event as a prestigious partner, including advertising rights and prominent logo placement on all marketing collateral, which would be extremely beneficial in these difficult economic times. Seafaring football fans all around the globe are hopeful that Maersk might just sponsor the upcoming FIFA World Cup 2022.

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