The governing body of international football is reported to be discussing VAR sponsorship opportunities with companies. The potential sponsorship deals can bring up to 100 million Euro to Fifa.

Video Assistant Referee technology is a system where decisions made by the head referee can be reviewed with the help of video footage and headset. The federation is interested in selling advertisement slots that will be created by the VAR. Fifa have been already approached by the companies who wants to buy the breaks.

Spanish football league, LaLiga also wants to explore this untapped market. UEFA Champions League will be using this technology this week for the semi-final round.

In last world Cup, total intermission time created by VAR breaks was estimated at 27 minutes. These slots could’ve generated ad revenue of 600k Euro per minute from advertisers, according to a report by Financial Times.

An independent sports marketing advisor said to FT, “I think it I sthe biggest sponsorship asset that football has ever created. Most other advertising is on the one side, but VAR is in the middle of the game, part of the game. For a sponsor, this is a dream come true. There is no question that if brands had the opportunity to sponsor around VAR they would.”

However, Fifa is no hurry to introduce VAR right now. Among the fans VAR haven’t been appreciated because of the frequent breaks it causes. Conventional method of advertisement is what they are focusing now.


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Aspiring journalist working for and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.

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