​The FIFA World Cup is the world’s biggest soccer event—and it’s also an incredibly expensive marketing platform.Sponsorships come in different tiers. A partner, the highest level of sponsorship, pays hundreds of millions of dollars in exchange for global rights across all FIFA events. Lower-tier sponsors and supporters still spend millions for the opportunity to advertise for a single tournament, while suppliers provide services rather than direct monetary contributions.AdvertisementAdvertisementAdvertisementSo where do these millions of dollars come from? These are the sponsors writing 9-figure checks and the institutional investors that back them.The Hisense sponsored FIFA World Cup 2026 VAR LED screen during a June 17 match in Houston.Robbie Jay Barratt / AMA/Getty ImagesThis article originally appeared on PitchBook News