With just a day to go before the FIFA World Cup, the organizers
of this huge sporting event find themselves in a spot of bother.
Qatar being the host for the 2022 World Cup has raked up a
controversy with allegations of bribery doing the rounds. FIFA
partners and sponsors including big names like
The Coca-Cola Company
Anheuser-Busch InBev SA/NV
) - are said to have voiced their concerns, demanding appropriate
Three of the official World Cup sponsors -- Coca-Cola,
Anheuser-Busch InBev and
) -- were particularly not pleased with the situation. Coca-Cola is
concerned that such scandals will hurt the ideals of the FIFA World
Cup. On the other hand, Anheuser-Busch InBev expects that FIFA will
take adequate steps to contain the situation. Adidas voiced that
such allegations are not healthy for football, FIFA and the
These companies have spent millions on their respective FIFA World
Cup marketing programs in a bid to boost their revenues in the
upcoming quarters. Any negative publicity at this moment will harm
the sponsor's interest.
Coca Cola has been associated with FIFA since 1974 and has
sponsored the World Cup since 1978. The company kicked off its FIFA
World Cup marketing program in Apr 2014.
The FIFA World Cup marketing campaign is part of Coca-Cola's plan
to invest $400 million in media in 2014 to reinvigorate its
sparkling brands like Coke, Fanta and Sprite that are suffering due
to challenges in the carbonated soft drinks (CSD) category.
Other than these three official World Cup sponsors,
Mondelez International, Inc.
) are sponsoring the U.S team.
All four companies -- Coca Cola, Mondelez, Anheuser-Busch InBev and
PepsiCo -- carry a Zacks Rank #3 (Hold). On the other hand, Adidas
carries a Zacks Rank #5 (Strong Sell).
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