CCTV announces advertisers of the 2018 FIFA World Cup broadcast

China Central Television (CCTV), the exclusive broadcaster of the 2018 FIFA World Cup in Mainland China, has released brands that have successfully won bids for the 2018 World Cup CCTV broadcast advertisements in an announcing ceremony held on January 24th in Media Center in Beijing. 

A WeChat post by a media agency under the Dentsu Aegis Network disclosed the final list of brands and fee information.   

There were two types of advertising opportunities: Top Partners of CCTV broadcasts of the 2018 FIFA World Cup and Sponsors of CCTV broadcasts of the 2018 FIFA World Cup. According to the story, 6 companies including OPPO, Shanghai GM, Great Wall Motors, Xiaomi, Youxin and Tmall bid for the Top Partner package and 11 brands including Mercedes-Benz, Eastroc Super Drink, Mafengwo, Lianjia, Sharp, 58.com, FAW-Volkswagen, Dongfeng Motor, Tsingtao Beer, Budweiser and Hisense bid for the Sponsor package.

As a 2018 FIFA World Cup official sponsor, Mengniu Dairy bought the Top Partner advertising package in addition to buying a Package A TV advertising opportunity obtained as an official World Cup sponsor. The reported cost is around 500 million yuan. Another FIFA World Cup sponsor VIVO acquired Package A TV advertising opportunity spending 239 million yuan.

The final list of brands that won the bids are: 

Top Partners advertising packages: 

OPPO (mobile phone), Shanghai GM (automotives), Great Wall Motors (automotives), Xiaomi (mobile phone), Youxin (second-hand car trading platform). 

Sponsors advertising packages: 

Mercedes-Benz (automotives), Eastroc Super Drink (beverages), Mafengwo (online service provider of travelling), Lianjia (house renting and sales brokerage), Sharp (electronics), 58.com (online brokerage in various sectors), FAW-Volkswagen (automotives), Dongfeng Motor (automotives), Tsingtao Beer (beer) and Budweiser (beer).

The story reported that the combined advertising fees of these brands was around 3.9 billion yuan, exceeding the original 3.562 billion yuan.

CCTV released the advertising packages of the 2018 World Cup broadcast at an official news conference held in the end of 2017. The starting prices of bid the Top Partner and the Sponsor packages are 239 million yuan and 165 million yuan respectively.

CCTV has acquired all media rights to broadcast FIFA events for the period 2018-2022 in Mainland China in a five-year deal in November 2017.

Source： Sohu

Proofread by William Logsdon