The FIFA World Cup™ accounts for the biggest television audience of any sports event in the world. Football Media Services (FMS), an Infront/Dentsu joint venture, worked exclusively on behalf of FIFA as its media rights sales representative in selected Asian markets expanding coverage and boosting the reach of the event in markets where football has traditionally been perceived to have a lower profile.
Delivering live television coverage to every territory
Through its subsidiary FMS, Infront was tasked with taking the 2010 and 2014 FIFA World Cups™ and all Other FIFA Events held between 2007 and 2014 to ensure live television coverage in every territory. The Other FIFA Events were broadcast in significantly more territories during 2007-2014 (including the first ever live coverage throughout the Indian sub-continent and other new markets, e.g. the Philippines, Cambodia, Myanmarand Mongolia). FMS assisted FIFA by adopting tailored strategies on a market by market basis to ensure the broadest coverage of the events and optimum rights valuations.
- FMS assisted FIFA in securing an increase of approximately 650% in rights fees paid in Asia for 2007-2014 compared to the 1999-2006 cycles
- Asia’s share of the global audience for the 2010 event increased from 34.2% in 2006 to 40.1% in 2010
- FIFA World Cup™ is now becoming a leading sports event in markets where football has traditionally been perceived to have a lower profile