FIFA Sponsors Urge Reforms -- Sponsor Spotlight

(ATR) The five top FIFA sponsors collaborated on an open letter to the FIFA executive committee ahead of the body’s meeting to approve an extensive reform package.

AB InBev, adidas, Coca-Cola, McDonald’s and Visa urged FIFA to "embrace positive changes".

"We want to emphasize to you the values and characteristics that we believe should be incorporated through the reforms," the letter reads. "Transparency, accountability, respect for human rights, integrity, leadership and gender equality are crucial to the future of FIFA."

The sponsors say the reforms proposed can create the proper framework for these changes, yet a "cultural change is also needed".

"We want to stress that we are calling on you to embrace change, implement reforms, endorse a long-term independent oversight approach and initiate the cultural change because we all want to see football thrive."

At the two-day executive committee meeting Dec. 2-3, the leaders of world football approved the reform package outlined by the reform committee, introducing changes such as term limits and greater gender equality among its members.

The proposed reforms will be voted on at the FIFA extraordinary congress in Feb. 2016 where the next president of world football will also be elected.

USOC and Dentsu Sign Cooperation Agreement

The United States Olympic Committee has partnered with Dentsu to promote the Olympic and Paralympic Movements as well as achieve marketing objectives through the Tokyo 2020 Games.

Chief executive officer of Dentsu Sports America Motoki Ishikawa says the company is "excited" to work together to achieve their marketing goals.

"This agreement between Dentsu and the USOC provides us an opportunity to put our experience to work for the benefit of the many organizations that make up the Olympic and Paralympic movements," said Motoki Ishikawa, CEO, Dentsu Sports America.

USOC chief marketing officer Lisa Baird says Dentsu's "well-respected presence" in the sports marketing world will help the committee.

"Dentsu’s expertise has already seen them align with Tokyo 2020, and we believe they can be of help to the U.S. Olympic and Paralympic family, especially as we work to find and solidify relationships in Japan," said Baird.

Dentsu was chose as the official marketing agency for the Tokyo 2020 Games in April 2014.

Written by KevinNutley

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