World Cup sponsors could pay price if Infantino’s Fifa sell-off goes aheadFifa's sponsors, imcluding Coca-Cola, have a major presence at World CupsIt’s not just match-going football fans who fear the financial ramifications of Fifa’s sell-off of commercial rights; World Cup sponsors could also find themselves paying more or getting less for their money, experts have warned. “You could see that happening at the World Cup. Fifa’s second-tier sponsors include AB InBev, Unilever, Bank of America, Hisense, McDonald’s and Verizon. “For sponsors, private investment could lead to Fifa taking a more sophisticated approach to packaging and monetising its commercial rights,” he said. If it pushes commercialisation too far, it risks diluting the authenticity and excitement that make its sponsorship rights valuable in the first place.