Golden 25 - #15 - FIFA Sponsors

(ATR) FIFA’s crisis is impacting sponsors and revenues but a new president and reforms are on the horizon.

TORONTO, ON - AUGUST 16:  Referee Bibiana Steinhaus of Germany performs the coin toss with Cari Roccaro of the United States and Choe Sol Gyong of Korea DPR in a shootout during the FIFA U-20 Women's World Cup Canada 2014 Quarter Final match between Korea DPR and the United States at the National Soccer Stadium on August 16, 2014 in Toronto, Ontario, Canada.  (Photo by Vaughn Ridley/Getty Images)
TORONTO, ON - AUGUST 16: Referee Bibiana Steinhaus of Germany performs the coin toss with Cari Roccaro of the United States and Choe Sol Gyong of Korea DPR in a shootout during the FIFA U-20 Women's World Cup Canada 2014 Quarter Final match between Korea DPR and the United States at the National Soccer Stadium on August 16, 2014 in Toronto, Ontario, Canada. (Photo by Vaughn Ridley/Getty Images)

(ATR) Football’s biggest sponsors are reluctant to commit to FIFA in a scandal-tarnished 2015 that ended with eight-year bans for Sepp Blatter and Michel Platini.

FIFA sponsors are number 15 in the Around the Rings Golden 25 for 2016. Now in its 20th year, the survey ranks 25 individuals or events expected to have a major influence on the Olympics in the year ahead.

FIFA faces a loss of $100 million in 2015 after its failure to fill any major sponsorship slots since the Brazil 2014 World Cup or to attract regional partners. FIFA’s brand is so toxic that Sony and Emirates abandoned the federation in the past year amid the escalating corruption scandal. Others, including Adidas, are threatening to join them.

Some of world football’s top sponsors – Coca-Cola, McDonald's, Visa and Anheuser-Busch – called for Blatter to step down and sought independent oversight of reforms.

FIFA’s marketing chief Thierry Weil has admitted that the sponsorship challenges will remain until the election of a new president at Feb. 26 FIFA Congress. The vote on a package of reforms to repair the damaged credibility of the scandal-battered federation are crucial to sponsors staying with FIFA, and new partners coming on board for the Russia 2018 World Cup and beyond.

2015 ranking: not ranked

Written by Mark Bisson.

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