Qatar Airways and American politics
Qatar Airways has remained FIFA’s global sponsor since 2018. The contract has been extended until 2030, making the brand a permanent participant in key ceremonies of the tournament, including the awarding of winners, writes Forbes.
At the same time, the airline has already become the subject of political controversy in the United States. During the first term of President Donald Trump, Washington criticized the Gulf carriers – Qatar Airways, Emirates and Etihad – for government subsidies and “distortion of competition”. At the time, it also imposed restrictive measures on passengers on some flights, including a ban on laptops.
Formally, the conflicts were resolved, but their consequences are resurfacing against the backdrop of the World Cup-2026 preparations.
Hyundai-Kia under pressure from tariffs
South Korean automaker Hyundai-Kia, which has been cooperating with FIFA since 1999, has also found itself in a sensitive area. The increase in U.S. tariffs to 25% has increased pressure on exports, especially in the electric vehicle segment.
Against the backdrop of political uncertainty, the company, according to industry sources, has markedly increased its lobbying spending in the US – by almost 150% – in an effort to mitigate regulatory risks.
Lenovo and security issues
Chinese Lenovo, FIFA’s official technology partner responsible for the tournament’s AI and IT infrastructure, is attracting particular attention from U.S. lawmakers.
The company’s ownership structure, linked to Legend Holdings, where Chinese state capital is present, regularly becomes a topic of discussion in the US. Earlier, there were calls in Congress to limit the use of Lenovo equipment in government agencies due to potential cybersecurity risks.
Similar concerns apply to China’s Hisense, which is among the second-tier sponsors and is partly linked to Chinese government agencies.
Aramco: a politically “safe” giant
Saudi Aramco, Saudi Arabia’s state-owned oil corporation and one of FIFA’s key partners, stands out against this background.
Despite its state status, in the US the company is perceived more as a strategic investor. Aramco has signed dozens of agreements with U.S. corporations worth up to $90 billion, including projects with Nvidia and ExxonMobil. Saudi investments in the U.S. economy as a whole are estimated at nearly $1 trillion, which reinforces the mutual interest of the parties.
Old brands and a new balance sheet
American corporations – Coca-Cola, McDonald’s, Visa, as well as Fanatics, which in the future will replace Panini in the production of championship collectibles – remain in the FIFA sponsorship pool.
Logos in FIFA stadiums and partner areas become not just advertisements, but markers of countries and interests – and that’s why some of the sponsors find themselves in a politically sensitive area in the United States. Chinese, Middle Eastern and state-affiliated companies are perceived not only as business partners, but also as elements of foreign policy influence.
