Mike de Block

Is the FIFA corruption beneficial for FIFA sponsors..

Sports administrators are not necessarily to be relied on for good judgment when it comes to bad regimes and the FIFA is thus no exception. However watching football is like a thunderstorm of emotions in which financial benefits should always be inferior to the love of the game. Unfortunately, the lack of any supervision body within the FIFA has resulted in a blurry proces, which lacks all contemporary requirements for a governing body.  

However, as the ball is now in the ballpark of the sponsors, Blatter offered these brands the possibility to demonstrate that even if FIFA managers are struggling to find their conscience, their paymasters definitely not. As FIFA’s sponsors are mostly multinationals, it’s the ultimate moment to demonstrate their business skills and help FIFA to function as a modern company anno 2011. Moreover, attention and reputation became scarcity products in the current markets, which is why this is the time for brands to step up. Brands should thus not solely focus on their products, but as a sponsor help out the FIFA with their image by sharing their business knowledge and increase the level of transparency. In return, brands will rank higher in the top of mind awareness (TOMA), ( when people think of you first to fulfill their product or service needs). Secondly, a lot of sympathy is created by such actions among footy fans as brands relate to the overall sentiment that the love of the game is far more important then the financial benefits for the FIFA members. Fort-flowing, footy fans will gather around a brand and discuss this matter and possibly come up with solutions that might be helpful. In short, brand should function as a platform by helping footy fans to establish more transparency in the various bodies of the FIFA. Sponsoring is not enough, it’s how you utilize this sponsorship to fuel the DNA of a brand