Sponsors were unusually vocal after the latest accusations of corruption at FIFA, the organizer of the World Cup, surfaced just before the soccer tournament began in June.
Sony, the electronics and entertainment giant, called for an investigation of possible irregularities in choosing a site for the 2022 World Cup. Adidas, the German sportswear manufacturer, warned that “the negative tenor of the public debate around FIFA at the moment is neither good for football nor for FIFA and its partners.” Their sentiments were echoed by others, including Coca-Cola, Visa, Hyundai and Budweiser.
But now that the matches in Brazil are over, it is unlikely that sponsors will pound their fists and demand reforms.
FIFA’s corporate partners have a long history of enduring serial FIFA controversies in silence, and that is unlikely to change. There is just too much money at stake.
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