This article was last updated on April 16, 2022
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The actions are aimed at protecting the exclusivity of FIFA’s sponsors for the event, and therefore its commercial revenues.
But football’s governing body has been forced to defend itself against accusations of heavy-handedness and being a threat to South African local businesses as it has acted to protect its sponsors. Street traders near stadiums are being asked to decant drinks that are not World Cup sponsor brands into unbranded bottles, in one of the measures FIFA is taking.
"Without the commercial affiliates, FIFA would not be in a position to run the event," said FIFA Marketing Director, Thierry Weil, at a news conference called to defend the policy. The 2010 World Cup is costing nearly $1.5 billion to organise.
Source: www.sportbusiness.com
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