Commercial Impacts in Education



Using the events of Byju's Sponsorship of the 2022 FIFA World Cup to explore the ethics of commercialization

ACCOUNTABILITY & LEADERSHIP IN AI

how to cite this learning scenario

Arantes, J. (2025). Commercial Impacts in Education. www.AI4education.org. Licensed under a Creative Commons Attribution 4.0 International License.
abstract
In 2022, Byju’s became the first educational technology (EdTech) company to sponsor the FIFA World Cup, marking a pivotal moment in the global reach of the EdTech industry. With an investment of $30–40 million, Byju’s joined corporate giants like Coca-Cola, Visa, and Adidas as official sponsors, leveraging this platform to promote its brand to billions of football fans worldwide. This case study explores how Byju’s sponsorship reflects the broader trend of ‘Big EdTech’ companies gaining global influence, examining the implications for education, including the ethical and governance challenges of integrating commercial interests with educational goals. The study draws on Williamson (2022) to provide insights into the business strategies of EdTech giants, their impact on learning environments, and the potential risks associated with data monetization and educational inequality. This case is particularly relevant for educators, policymakers, and EdTech developers interested in understanding the governance of educational technologies within global markets.

Education is no longer just a pathway to knowledge — it's a marketplace where the future of learning is bought and sold.

The Global Influence of Big EdTech

In 2022, football fans across the globe tuned in to watch the FIFA World Cup, not only seeing their favorite teams but also encountering Byju’s—a name more associated with digital learning than sports. Positioned alongside iconic brands, Byju’s emerged as a symbol of the expanding influence of educational technology in mainstream commercial spaces. Byju’s sponsorship of such a major sporting event underscored a growing trend where educational technology companies operate as commercial giants rather than purely educational service providers. The shift from education as a public good to education as a commercial enterprise raised concerns about the commodification of learning and the governance of educational technologies. The central turning point of this case revolves around Byju’s approach to leveraging its sponsorship for brand visibility and growth. The company used FIFA’s global platform to promote its subscription-based learning models, targeting international markets with a promise of lifelong learning. This strategy demonstrated how EdTech companies could influence educational practices by positioning themselves as essential players in global education. While the sponsorship increased Byju’s brand visibility, it also drew attention to ethical concerns, such as the potential exploitation of data collected from its millions of users and the reinforcement of educational inequalities. Critics argued that the company's aggressive marketing strategies, especially in low-income regions, prioritized profitability over equitable access to quality education. Byju’s sponsorship of the FIFA World Cup serves as a critical example of how EdTech companies are navigating the delicate balance between educational impact and commercial success. The case calls for a closer examination of the governance structures needed to ensure that educational technologies serve the interests of learners and educators, not just shareholders.

Research Topics

Research Questions

  • How does Byju’s sponsorship of the FIFA World Cup illustrate the commercialization of education?
  • What governance challenges arise when educational technology companies operate as global commercial entities?
  • In what ways can educators and policymakers ensure that the influence of Big EdTech remains aligned with educational values and equity?
  • Understand the concept of ‘Big EdTech’ and its implications for the global education sector.
  • Analyze the ethical and governance challenges posed by the commercialization of education through large-scale EdTech sponsorships.
  • Critically evaluate the potential impacts of EdTech companies' business models on educational equity and data privacy.

Data collection ideas

Within the context of your own school or intital teacher educaiton program, consider including the following as prompts for this case and ongoing discussion: 
A worksheet analyzing the ethical implications of Big EdTech in education. Lesson plans for teaching about the intersection of technology, education, and commercial interests. Appendices with data on EdTech market trends and investment models.
Williamson, B. (2022). Big EdTech. Learning, Media and Technology, 47(2), 157–162. https://doi.org/10.1080/17439884.2022.2063888
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Acknowledgement of CountryWe acknowledge the Ancestors, Elders, and families of the Kulin Nation, who are the Traditional Owners of the land where this work has been predominantly completed. As we share our own knowledge practices, we pay respect to the deep knowledge embedded within the Aboriginal community and recognise their custodianship of Country. We acknowledge that the land on which we meet, learn, and share knowledge is a place of age-old ceremonies of celebration, initiation, and renewal, and that the Traditional Owners’ living culture and practices continue to have a unique role in the life of this region.
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