Sony won’t renew its sponsorship deal with FIFA, citing rising costs. However, the company is among a number voicing concerns over negative publicity surrounding the organisation.
Sony’s current deal expires at the end of December, reports Nikkei, saying the company is “preferring to spend its money on completing structural reforms this fiscal year”. However, according to the Daily Mail, Sony is unhappy with accusations of corruption surrounding World Cup voting and internal FIFA elections. In June, Sony reportedly said the claims needed to “be investigated appropriately” and that FIFA should observe “its principles of integrity, ethics and fair play.”
FIFA currently has six major sponsors, although the airline Emirates will also be withdrawing support “following an evaluation of FIFA’s contract proposal which did not meet Emirates’ expectations.”