FIFA has been "trying to persuade" brands to come on as sponsors "after so many were scared off by the corruption that plagued" former President Sepp Blatter's era, according to Rob Harris of the AP. FIFA's leadership was able to start its congress week in Bahrain by "trumpeting the arrival of Qatar Airways to fill the airline sponsorship category that has been vacant for more than two years." However, the deal was "anticipated given it is the state-owned carrier" of the '22 World Cup host nation. A "true test" of the confidence of FIFA's new hierarchy will come when major multinational corporations "sign up that are not from China, Russia or Qatar -- the source of all of FIFA's new World Cup deals in recent years." New sponsors in "traditional strongholds" like Japan and the U.S. have "yet to convince shareholders they should partner with a scandal-tainted organization." FIFA Secretary General Fatma Samoura said, "We hope that more (sponsors) will come before the end of the year. That was a strong signal from Qatar Airways to recognize the new leadership of FIFA is working toward restoring the image of FIFA and that there is climate of trust that is really here to push for more partnerships" (AP, 5/9).
