Football has rarely escaped the social and political lens – and this year in the Americas, the sport is once again poised to be the stage of soft and hard power.
This year’s FIFA World Cup is set to bring in almost $3bn from commercial partnerships and sponsors, with football’s governing body reporting “unprecedented interest from brands across the globe”.
Alongside a swathe of beverage, snacks, hospitality, automotive and technology companies, dairy brands will appear among the event’s sponsors.
Chinese dairy major Mengniu is the tournament’s official dairy sponsor, which puts it among the brands that would shape how fans experience the tournament, be it through activations, merchandising, or limited-edition products.
Mengniu’s affiliation with elite sport goes back to the 2008 Beijing Summer Olympics, when the company was the official dairy sponsor at the global event. Its relationship with FIFA began in 2018, when it signed on as a sponsor for the 2018 and 2022 men’s World Cup tournaments and the 2023 women’s tournament. Across the three events, the company leveraged category‑exclusive product rights, stadium and digital branding, broadcast advertising, and health‑and‑performance‑led marketing campaigns. Products such as drinkable yoghurt, milk, powdered milk and ice cream were spotlighted, with activations often tied to active and performance themes.
In Mengnui’s case, visibility isn’t just about improving brand reach and consumer engagement. It’s a platform to position Chinese companies among the global commercial elite.
Mengnui is part-owned by Chinese government entity COFCO, giving the FIFA tie-up a political as much as branding importance – so much so that Mengnui’s own CEO remarked: “The FIFA Women’s World Cup and FIFA World Cup will continue to serve as important platforms to showcase Chinese brands to the world.”
Of course, Mengniu is in good company at this World Cup: with the likes of Hisense, Vivo, Wanda, Alibaba, and Lenovo also sponsoring the tournament.
Two of US dairy’s biggest names will benefit from exposure during the event.
Chobani, the official nutrition partner of US Soccer, is reinforcing its positioning around nutrition, support and grassroots football development by teaming up with USMNT players in promotional campaigns that go far beyond food and into fashion and video content.
The Greek yogurt major signed on with US Soccer last October but this isn’t its only foray in the popular game. The company – which was founded by Turkish-born businessman Hamdi Ulukaya – struck a long-term agreement, including stadium naming rights and shirt sponsorship, with Turkish football major Fenerbahçe the same year.
At the World Cup, the focus will be on nutrition – specifically, linking yogurt and dairy to fuelling athletes and healthy lifestyles.
Also in the mix is Coca-Cola-owned high-protein dairy brand fairlife, its Core Power product named official protein shake of the tournament. This tie-up fits with the brand’s wider positioning: from supporting US collegiate athletics to being the official protein drink of Team USA at the Olympics. Once again, the purpose is clear – positioning as a fuel for performance, recovery and everyday athleticism.
Dairy’s health halo has reached new heights thanks to health and wellness and protein trends – but at the World Cup, brands will have the chance to really capitalise on football’s global reach and emotional pull, and position themselves as a solution to modern performance, nutrition and lifestyle demands.
