A power struggle at soccer’s global governing body FIFA could result in the firing of the company responsible for marketing this year’s World Cup tournament, which kicks off on May 31.
Sales relations with sponsors such as McDonald’s and Coca-Cola are handled by the organization’s subsidiary FIFA Marketing, formed by current FIFA president Sepp Blatter after former promotional partner ISL went bust last year.
However, FIFA Marketing’s future may depend on who triumphs in a leadership contest next week. Blatter faces accusations by FIFA’s executive committee of mismanagement and misuse of money, and is challenged by Confederation of African Football president Issa Hayatou.
Hayatou has vowed to make the organisation more transparent and accountable – as part of which the structure of FIFA Marketing will be examined and possibly scrapped in favour of a less cosy marketing arrangement.
Data sourced from: BrandRepublic (UK); additional content by WARC staff