FIFA SCANDAL AND BRAND PROTECTION

Large FIFA sponsors (Coca Cola Co., Visa Inc., McDonald's Corp) and others cannot risk tarnishing their reputation with even a whiff of wrongdoing. The balance between wanting a squeaky-clean image and getting access to soccer's huge global fan base presents a quandary for international brands: Sponsors expect their partners to be transparent and ethical. Sponsors do not want to be associated with alleged 'shady practices' and are increasingly asking right-owners tough questions on a range of compliance and corporate social responsibility (CSR) issues.

The views of the sponsors aren't something that FIFA can unilaterally ignore. They provide almost a third of FIFA's revenues. Recent figures show that FIFA generated $ 5.7 billion (U.S.) from 2011 to 2014, which encompassed the Brazil World Cup, with sponsors and commercial partners contributing almost $ 1.6 billion.

When a business sponsors an event or association such as FIFA, it is effectively tying part of its brand with them. There needs to be a fit and when trust issues threaten the organisation, the sponsor will need to monitor whether they will have a negative effect on the trust of the brand. Stakeholders expect two things: One that FIFA will respond quickly to show that it is on top of things and paying attention, and two, to make decisions about the steps it will take.

Top FIFA Partners

1. Adidas: The German sportswear has been supplying the official match ball for all FIFA World Cup tournaments since 1970. It is also involved in all other FIFA events, such as the Confederations Cup Brazil 2013, and the FIFA U-20 World Cups for women and men.
2. Coca-Cola: The U.S. soft drink firm is one of the longest-standing corporate partners of FIFA with a formal association since 1974 and an official sponsorship of the FIFA World Cup that began in 1978. Coca Cola has had stadium advertising at every FIFA World Cup since 1950.
3. Gazprom: The Russian energy giant signed up with FIFA in 2013 as a partner for all competitions in the period of 2015 to 2018 including the 2018 FIFA World Cup, which is due to take place in Russia for the first time. The firm is also an official partner of the UEFA Champions League 2012 to 2015.
4. Hyundai/Kia: The South Korean car maker began its FIFA alliance in 1999, in a deal to sponsor 13 FIFA competitions including the 2002 Worl Cup, an agreement extended to the 2006 even. It again backed the 2010 World Cup and is now the official Automotive Partner of FIFA until 2022.
5. Visa: The credit card company became a top-tier FIFA partner in 2007, taking over from rivals Mastercard in controversial circumstances, and recently extended its relationship until 2022. It is a sponsor of five FIFA events, including the Women's World Cup in Canada.
6. Budweiser: The U.S. beverage has been a World Cup sponsor since the 1986 event in Mexico and is the Official Beer of the tournament, with its product on sale in all stadiums at the finals, and it also sponsors the Man of the Match award at each game.
7. McDonald's: The American fast food chain has been a sponsor since the 1994 World Cup in the U.S. Its products are available at all matches in the finals tournament, and it also sponsors the World Cup Player Escort programme, in which children accompany the teams onto the pitch.