FIFA - Guilty by Brand Association
The current troubles at FIFA are beginning to cause concerns for key sponsors such as Adidas, Sony, Visa and Coca Cola. Not surprisingly in today’s highly charged social media age.
Protecting your brand is of major importance for these global players. Such scandal by association can damage years of reputation building and at a time when many of the brands are trying to break into new markets this would come as a major blow to their aspirations.
So how will these global players respond? At the moment they are taking a softly softly approach making noises without coming out with a vote of no confidence. However, we could begin to see a backlash against the brands themselves...