Submitted by christian on Thu, 05/28/2015 - 15:17
Large FIFA sponsors (Coca Cola Co., Visa Inc., McDonald's Corp) and others cannot risk tarnishing their reputation with even a whiff of wrongdoing. The balance between wanting a squeaky-clean image and getting access to soccer's huge global fan base presents a quandary for international brands: Sponsors expect their partners to be transparent and ethical. Sponsors do not want to be associated with alleged 'shady practices' and are increasingly asking right-owners tough questions on a range of compliance and corporate social responsibility (CSR) issues.
