It’s not been a good week for Fifa’s sponsors.
Football’s governing organisation has been charged with “rampant, systemic and deep-rooted” corruption. And several of its officials have been arrested in dramatic dawn raids. Now its decision to award the next two World Cups to Russia and Qatar has been plunged into doubt.
It’s not exactly the sort of publicity that Fifa’s top-tier sponsors paid a combined $177m to be associated with in 2014.
The exact fees paid by each sponsor are unknown. But according to the International Business Times, every multinational on the list currently pays a sum in the region of £16m to £29m.
This is how they’ve reacted to the scandal so far…
First-tier sponsors
Sponsor history: Adidas has been supplying the official match football for World Cup tournament matches since 1970. In late 2013, it extended its sponsorship of the Fifa World Cup ball to 2030.
Details: It’s the only sports company among Fifa’s top-tier sponsors. Besides the World Cup, Adidas is involved in all other Fifa events, including the Confederations Cup and U-20 World Cup. At each of these events, Fifa officials wear Adidas products from head to toe.
Reaction so far? Adidas says it is “fully committed to creating a culture that promotes the highest standards of ethics and compliance and we expect the same from our partners… Following [yesterday’s] news, we can therefore only encourage Fifa to continue to establish and follow transparent compliance standards in everything they do”.
Sponsor history: Coca-Cola has had a formal association with Fifa since 1974, and it has been an official sponsor of the Fifa World Cup since 1978. In 2005, the company extended its partnership until 2022.
Details: One of the longest-standing corporate partners of Fifa, Coca-Cola has had stadium advertising at every Fifa World Cup since 1950. It provides non-alcoholic drinks at Fifa-organised events, and sponsors the Fifa/Coca-Cola World Rankings.
Reaction so far? The company has issued a statement saying, “This lengthy controversy has tarnished the mission and ideals of the Fifa World Cup and we have repeatedly expressed our concerns about these serious allegations”.
Sponsor history: The Russian state-owned gas company signed up as a partner with Fifa in 2013.
Details: Gazprom is a partner for all Fifa competitions between 2015 and 2018 – culminating in the World Cup which is due to take part in Russia in that year. In 2013, Russia’s president Putin labelled the deal as “important and noble”.
Reaction so far? The only sponsor to so far concede that its sponsorship agreement “is not affected” by the current scandal.
Sponsor history: Hyundai/Kia first began its alliance in 1999 before becoming a partner in 2007. It recently extended its relationship until 2022.
Details: Fifa’s “official automotive partner”, its deal includes comprehensive rights for all Fifa competitions.
Reaction so far? The company has said it is “extremely concerned” by the allegations, and will continue to monitor the situation closely.
Sponsor history: Visa first struck up a partnership in 2007, and recently extended this until 2022.
Details: Visa has global rights to financial services products at more than 40 Fifa events. In 2015, Visa is set to activate its partnership at five Fifa events, including the Women’s World Cup and the U-20 World Cup.
Reaction so far? Of all Fifa’s sponsors, Visa has issued the strongest statement yet, saying that unless Fifa “makes changes now”, it will “reassess” its sponsorship agreement.
Second-tier sponsors
Sponsor history: Budweiser has been a second-tier sponsor since 1986, and has agreed to be the “official beer” of the tournament until 2022.
Details: Budweiser also sponsors the “Budweiser Man of the Match” initiative.
Reaction so far? The company has said it expects all of its partners to “maintain strong ethical standards and operate with transparency”.
Sponsor history: McDonald’s has partnered with Fifa since 1994, and recently extended its relationship until 2022.
Details: Fifa’s “official restaurant”.
Reaction so far? The company has said that it takes the allegations seriously, and is continuing to monitor the situation closely.