By Andrew Warshaw
October 9 – One of FIFA’s leading World Cup sponsors responded emphatically today to accusations of staying silent over allegations of corruption that have swirled around world football’s governing body.
Earlier this week, Michael Hershman, founder of Transparency International who was part of the team commissioned by FIFA to recommend specific reform proposals, added his voice to criticism of FIFA’s commercial affiliates by savaging them collectively for refusing to challenge FIFA and paying “lip service” for one reason alone – money.
So it was no surprise, when she appeared on a panel at the Leaders in Sport Business summit in London, that Amber Steele, Director, Football Management at Coca-Cola, was quizzed on the subject. Coca-Cola has been a FIFA sponsor since 1974.
Steele did her best to provide honest answers and be as forthcoming as she could in the circumstances, including when it came to Michael Garcia’s report into possible corruption during the 2018 and 2022 bid process.
“We as a company feel that any time the World Cup or FIFA is tainted, we are concerned by it,” she said. “But we are confident FIFA is taking this seriously and looking at the allegations. We believe FIFA will be transparent and will take the necessary action if needed.”
After the panel session she added: “We talk to each other about the good and bad and FIFA knows our views. We want them to be able to tell us what has happened and how we are moving forward.”
Thierry Weil, FIFA’s marketing chief, who was on the same panel, conceded the bad publicity that FIFA, not always fairly, receives was not ideal but insisted it does not damage its global brand.
“It’s not something we need obviously,” he said, “but you cannot ignore it and you have to have dialogue with your (commercial) partners. That’s the only thing we can do.”
Weil said it was unfair to pass judgement until the head of FIFA’s adjudicatory committee, judge Hans-Joachim Eckert – the German who will recommend any sanctions after dissecting Garcia’s report – delivers his findings.
“Every question we get is on the same subject but let’s wait and see what happens until then,” said Weil.
“Then (I’d be) happy for you to say FIFA wasn’t transparent. Until then, it’s not fair to pull and push sponsors in a certain direction. Let’s wait and then maybe criticise once the facts have come out.”
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