Sunday 7 January 2018

As Sponsors Shy Away, FIFA Faces World Cup Shortfall

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As Sponsors Shy Away, FIFA Faces World Cup Shortfall

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As Sponsors Shy Away, FIFA Faces World Cup ShortfallAs Sponsors Shy Away, FIFA Faces World Cup Shortfall
Six months before the final draw for the 2014 World Cup in Brazil, FIFA declared its sponsorship program — which after television rights is the organization’s most important revenue generator — “sold out.” This year, while FIFA has refilled its ranks of top-tier partners with firms in Russia, Qatar
and China, only one of the 20 slots available to regional tournament sponsors has been claimed.
FIFA, the global governing body for soccer, ordinarily enjoys huge revenue streams — in the hundreds of millions
of dollars — from sponsorship deals attached to the world’s most-watched sporting event, the World Cup.
And since Gianni Infantino swept to power in 2016 in the wake of the corruption crisis, FIFA has managed to secure marquee deals
only with companies in countries set to host the World Cup (Russia and Qatar) and another (China) that hopes to do so.
While the field of 32 nations is set for the 2018 tournament in Russia, the tournament’s roster of sponsors remains noticeably undersubscribed
— a reflection of how much the reputational damage from a much-publicized 2015 corruption crisis continues to hurt FIFA’s bottom line.
Currently there are only two sponsors from the 2018 host country: the energy giant Gazprom is a top-tier partner,
and Alfa Bank is FIFA’s only regional partner, the lowest designation of three categories of sponsorship.
In the aftermath of the arrests of key FIFA officials in May 2015, a handful of companies allowed their partnership agreements to end
and several of the organization’s longest-serving sponsors — including Visa, Coca-Cola, McDonald’s and Anheuser-Busch InBev — took the rare step of speaking out against soccer’s governing body and its leadership.

As Sponsors Shy Away, FIFA Faces World Cup Shortfall

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