MERCADEO Versión en español
Sponsors of the FIFA write an open letter to the Executive Committee demanding transparency
Manuela Walfenzao| 2 de diciembre de 2015
Coca-Cola es una de las marcas que se dirgió a la FIFA para exigir transparencia
The main sponsors of the FIFA: Coca-Cola, AB InBev, Adidas, McDonalds and Visa, grouped to write an open letter to the Executive Committee of the organization, urging them to implement positive changes ahead of the reform meeting that was held on December 2nd.The companies, which invest around US$100 million each World Cup, said that they want to emphasize the “values and characteristics” they believe in should be incorporated through the reforms following the global corruption scandal that was exposed in May.”Transparency, accountability, respect for human rights, integrity, leadership and gender equality are crucial to the future of FIFA” read the letter. “Reforms can set the proper framework for these characteristics, but a cultural change is also needed. The culture change has to begin within Fifa and filter through to the Confederations and FIFA’s Football Associations.” The sponsors also expressed that they would like all the reform to be subject to independent oversight. Despite all the pressure on FIFA from its sponsors, only Visa has threatened to pull out of supporting the World Cup. This is a very important space for brands, who have discovered new markets thanks to the event.
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