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Attitudes toward existing FIFA sponsors sour

Since news of the FIFA corruption scandal broke out, fans have been especially outspoken on several social media platforms, demanding action from FIFA sponsors.

Emotions range from anger to disappointment, with many targeting FIFA-related brands for accountability in light of the corruption findings that have sparked international condemnation.

Unsurprisingly, key findings from media intelligence platform Meltwater found that attitudes towards top FIFA sponsors were largely negative.

Its research measured the social media sentiments regarding key sponsors which revealed that in Asia Pacific, terms such as “corruption”, “bribery” and “scandal” were heavily trending in association with Nike and McDonald’s, with fans publicly shaming these brands for their association with FIFA amid the corruption probe.

The infographic by Meltwater shows a brief overview and demographic of netizens who are most riled by the FIFA corruption scandal.

According to this research, Nike is most condemned brand, following the FIFA scandal. Click the image to view:

Nike is alleged to have paid tens of millions of dollars into a Swiss account outside a US$160m sponsorship deal with Brazil, according to The Guardian. Other brands such as Coca-Cola and Adidas, have also received their share of negative social media posts as the public pushes for them to boycott FIFA.

On a more comedic note, John Oliver, host of HBO’s “Last Week Tonight”, who had previously pleaded to sponsors to help get rid of FIFA president Sepp Blatter, fulfilled his promise to the brands by featuring them – albeit in jest – on his show, following Blatter’s resignation.

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