By Paul Nicholson
December 30 – Shaikh Salman Bin Ebrahim Al-Khalifa has launched his FIFA presidential campaign platform formally with a website outlining his election manifesto.
The Bahraini president of the Asian Football Confederation (AFC) has often cut a controversial figure in the western press but his political platform will confound many of his critics in that calls for a clear separation between the operational and business sides of FIFA – what he calls “Football FIFA” and “Business FIFA”.
Salman says that his role would be that of a non-executive president and that he would not take a salary. He would, however, release details of management salaries and FIFA remuneration.
At the heart of his manifesto is the separation of football events and governance issues from the commercial financing of the organisation. This is how he says FIFA can be rebuilt credibly and corruption-free.
“Only by strictly separating the generation of funds and supervising the flow of all monies spent can we guarantee the rebirth of a new FIFA that is accountable and is a good corporate citizen that deserves everybody’s respect,” he said.
Salman says a top to bottom revamp of the organisation is needed to make it fit for purpose. He talks of a Phoenix rising from the ashes of the current organisation.
“Nothing short of a complete organizational overhaul and the introduction of stringent control mechanisms will allow us to re-launch FIFA in its entirety. FIFA today is a genuine Phoenix project: under my leadership, we shall employ all professional means to lift the organisation out of its ashes and guarantee a solid lasting and successful rebirth,” said Salman.
To achieve this Salman says that external experts would be brought in as well as the recruitment of a top class executive “who does not necessarily need to have a football pedigree but is someone who also has the expertise of a turn-around manager”.
But Salman stops short of a complete disbanding of FIFA House and its staff saying that while there will be a review and assessment of the entire senior management structure, FIFA is not a broken organisation and none of its permanent staff have been charged with any criminal wrongdoing.
But he is unequivocal that there will be change. “We must not abdicate to existing responsibilities that the Membership rightfully expects and demands. What we must do, is introduce expert control and outside professionals in all areas where conflicts of interest, nepotism and corruption have allowed misconduct to raise its ugly head.
“FIFA as a whole is certainly not a rogue organization, because such an allegation would mean that all of its 400+ professional staff and all of its 209 Members are criminals. Those who take that view are seriously mistaken and harbour a specific and destructive agenda, it seems.”
One area that Salman would refocus is FIFA’s often criticized allocation of development funding which he says should be allocated on an individual needs basis rather than via a one-size fits all approach.
“We must switch from a general, to a sophisticated and targeted approach of development. Once we have streamlined our finances and once we start generating important funds for the entire organization again, we must take a bold step forward and maximize the support for deserving Members and those who, without FIFA’s support, would simply not be able to operate.”
It is the generation of new revenue that Salman says needs to happen, pointing to unfilled sponsor categories and broadcast deals that are below market expectations, much in part due to FIFA’s declining commercial reputation and loss of trust in the marketplace.
“My primary focus will be to make FIFA deserving of corporate support by introducing structures and controls that generate the kind of trust we have lost in many quarters. Pretty PR talk will not remedy the failures FIFA has allowed to occur,” said Salman,
“Only determined, honest and forceful action will deliver the kind of environment FIFA needs for its sponsors to consider the organization that governs world football. I shall dedicate my time and energy to get this done swiftly and lastingly, joined by a top team of external and existing professionals by my side. That is what I stand for and that is what I am certain I can deliver if elected.”
View Sheikh Salman’s election platform at https://shaikhsalman.org/
Contact the writer of this story at moc.l1734885513labto1734885513ofdlr1734885513owedi1734885513sni@n1734885513osloh1734885513cin.l1734885513uap1734885513