Conti supports football, wary of things that ‘negatively affect World Cup’

While Fifa president Sep Blatter looks likely to have steered himself to a fourth term at the helm of the good ship football, there is growing disquiet amongst world football key sponsors following allegations of corruption in the association’s World Cup and even presidential selection processes. Despite Blatter’s claims that “I am the captain of this ship and we are weathering the storm” one by one the leading sponsors have been voicing their own views. With this in mind Tyres & Accessories asked World Cup 2014 sponsor Continental for its take on the situation.

The answer came in the form of an intricately worded statement that came out in clear support of football and the kind of sponsorship support the tyre and automotive manufacturer has invested heavily in up till now, but also hinted at the firm’s unhappiness with the current controversy. While Conti highlighted the fact that is has been “supporting professional soccer for more than 15 years with passion and engagement” the manufacturer also said it “cannot approve of anything that negatively affects the reputation of professional soccer, the World Cup 2014 or the characteristics of this sport.”

Is Conti the first World Cup sponsor to comment?

Following on from statements and quotes from almost all of the leading Fifa partners, Continental’s words are significant not only because they join the growing disquiet, but also because they appear to be the first of the World Cup 2014 sponsors to mention their concerns.

In the interests of clarity, here’s the complete statement issued by Continental AG: “We have been supporting professional soccer for more than 15 years with passion and engagement – regional (ie:. the Bundesliga team of Hanover 96), national (ie:. the German Cup) and international (ie: Major League Soccer in the US). The characteristics of this No 1 world-wide sport – precision, technique, passion and teamplay –  are well matched to our premium brand Continental. We are also an Official Sponsor of the 2014 World Cup in Brazil and are looking forward to this next major event which takes place in the most soccer passionate country in the world. And we will continue to support professional soccer in the future, but how we do this is yet to be decided. Therefore, we cannot approve of anything that negatively affects the reputation of professional soccer, the World Cup 2014 or the characteristics of this sport.”

The first sponsor to comment on the situation was Coca-Cola, which is a $500 million (£304 million) Fifa partner. The popular drinks maker said the allegations as “distressing and damaging”. Adidas which also has a three-digit million deal with the organisation, added: “The negative tenor of the public debate around Fifa at the moment is neither good for football nor for Fifa and its partners.” Emirates Group said it was “disappointed”, followed by Visa, another Fifa partner: “We ask that Fifa take all necessary steps to resolve the concerns that have been raised.”

In an article published 1 June, The Daily Telegraph quotes branding firm IEG as saying FIFA “partners” – Adidas, Coca-Cola, Hyundai/Kia, Emirates, Sony and Visa – pay annual fees of between $24 million and $44 million. World Cup sponsorship is said to cost $10 million to $25 million for Budweiser, BP Castrol, Continental, MTN, McDonald’s, Mahindra Satyam and Seara.

Related news:

• Conti Furthers its Football Sponsorship

• TAFF Awards Best Industry Advertising Campaign – Continental