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Marketing and Sponsorship

Castrol, Continental, Johnson & Johnson Join Sony, Emirates In Dropping FIFA

Three of FIFA's biggest sponsors -- Castrol, Continental and Johnson & Johnson -- on Thursday night "revealed they had joined Sony and Emirates in abandoning football’s beleaguered world governing body," according to Ben Rumsby of the London TELEGRAPH. All three confirmed that they "severed their ties" with the Sepp Blatter regime when their contracts expired last year. The withdrawal of support from worldwide brands "represents a huge blow" to FIFA's finances. Income from commercial sponsors is estimated at around £1B ($1.5B) every four years. None of the sponsors have "openly cited its numerous crises" as why they walked away, but losing five sponsors so quickly "inevitably raises questions about whether FIFA has become toxic." Emirates and Sony left with much fanfare in late '14, but Castrol, Continental and Johnson & Johnson "slipped away more quietly," only confirming they were leaving when contacted. FIFA critic Conservative MP Damian Collins, who organized New FIFA Now to pressure the organization, said, "FIFA is a toxic brand. I think that’s why companies who care about their reputation don’t want to be associated with [it]" (TELEGRAPH, 1/22).

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