Untouchables sponsors of world football

On June 11 begins in Johannesburg, the 2010 World Cup soccer. Organizer of the event, the Federation Internationale de Football Association (FIFA) displays an insolent prosperity. However, critics abound: mode of operation considered authoritarian, questionable practices which its leaders are guilty. Mr. Joseph Blatter, president, focuses criticism: vote buying, bribery, kickbacks, embezzlement of broadcasting rights to games ...

"The World Cup should benefit the entire African continent. Our program "Win in Africa with African" formalizes this commitment. We will install by 2010 an artificial turf field in each African federation, "promised Mr. Joseph Blatter, President of the Federation Internationale de Football Association (FIFA), one year to the day before the opening of the competition to be held in South Africa from June 11 to July 11, 2010. This generosity seems somewhat ridiculous in the context of a country plagued by social segregation inherited from apartheid. However, the buxom FIFA does not miss assets hard cash. To the point that the global financial and economic crisis seem not to have control over the richest sports federations.

Founded in 1904, FIFA has emerged, in 2009, a profit of 147 million euros and increased its capital, which have now reached the tidy sum of 795 million euros. "The future looks equally pleasing, exults Mr. Julio Grondona, president of its finance committee. (...) The World Cup 2014 is already enjoying great popularity. Besides the six FIFA Partners who are currently under contract, we have already signed the first contracts for national and international sponsorship. In these times of economic instability, our flagship competition appears to be a safe bet that combines suspense and entertainment elite sport, and is an excellent platform for brand names. From this perspective, the World Cup 2010 is "an excellent gateway to African markets, such as 1994 was for the U.S. market and in 2002 for the Asian market," says sociologist Patrick Vassort, specialist relationship between football and politics.

The romance between brands and FIFA lasts for thirty-six. The wedding was celebrated June 11, 1974, in Frankfurt during the World Cup organized by the German Federal Republic. This (...)