Emirates Airlines Wanted More for Its World Cup Dollars

The 2014 FIFA World Cup Final at the Maracanã Stadium in Rio de Janeiro Photograph by Laurence Griffiths/Getty Images

When Emirates Airlines decided not to renew its marketing deal with FIFA last month, the move was seen as the first sign of skittishness among World Cup sponsors over allegations of corruption at soccer’s international governing body. The theory gained momentum when Reuters reported that Sony is also withdrawing its support. Have sponsors really had enough of FIFA’s reputation as a bribe collector at the gate of world football? And while FIFA Secretary General Jerome Valcke insisted that this interpretation is wrong, well, FIFA’s trustworthiness has been the problem to begin with.

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