さようなら

Photo Credit: Reuters

For any who know Japanese, the translation for the title is "Sayōnara", or as an English translation, "goodbye."

This is exactly what Sony said to FIFA recently as the Japanese electronics company is dropping its $280M contract with FIFA it has had over the last 8 years. (source)

Let's face it, FIFA would not even need Sony given its reserve funds of ~$1.5B (source) and willingness of other companies to take their place.

I will say though that the optics look lousy. Of the (6) "Partners" FIFA has, as listed here, 33% of them want nothing to do with FIFA due to their corruption.

Graphic Credit: FIFA

To make matters worse, Coca-Cola may be next recently lashing out at FIFA. Yet in the face of all of these issues, Adidas has extended their sponsorship until 2030.

I have to believe they got  a good deal on this as at the rate they are going, they may be the only one left for a time.

Don't get me wrong, these guys likely get their money's worth and then some with this sponsorship. They wouldn't do it otherwise. All you have to do is check out FIFA's marketing organization to get a flavor of just how good they are.

The calculus that these companies are likely doing now is, can our brand take a loyalty hit due to FIFA's corruption.

Check out this video from WSJ that gives some insight on the topic.