Agenda
1. About
2. History
3. Corporate brand
4. Event brands
5. Corruption case
Consequences
FIFA's Corporate brand
History
Many executives have fallen or resigned.
Founded in 1904 in Paris.
1913:Creation of the FIFA statutes.
1930: FIFA World Cup.
1932: Headquarter in Switzerland.
1970: Red and yellow card system.
1975: Global football development as a mission.
1991: First women's World Cup.
2015: Corruption scandal.
The brand reflects the global mission and communicates the development and achievements of the organization.
About
Disconnection between the game's governing body and the fans, less fan support.
Presumption of unethical activity undermines confidence that real change will come to FIFA.
FIFA's event brands
-Association governed by Swiss law.
-Founded in 1904 and based in Zurich
-211 member associations.
MISSION: Developing football.
GOALS:
-Improve the game of football and promote it globally.
-Organize international football competitions.
-Build a better future for all through football
-Constant development of unique and distinctive event brands.
-Visual identity of each and every FIFA event, fitting look and feel, inside and outside the stadiums.
-development, implementation and marketing of these brands which include an Official trophy, an Official Emblem, Official Slogan, Official Look & Feel, Official Mascot, Official Poster and Host City posters.
Compromises the quality of the games (match fixing program).
FIFA visual brand is centred around 2 key elements:
FIFA Wordmark
FIFA Corporate design
2015: Corruption case
Estrangement and confrontation with collaborators.
More than 25 executives involved.
Accusations: bribes and illegal ticket sales.
Arrest
Jack Warner
Did the corruption case affect FIFA's incomes?
Europol
Nicolás Leoz
Ricardo Teixeira
Blatter
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Despite the corruption, the game continues growing, especially in the U.S., Africa and other new markets.
Claim: "For the game. For the world."
The rights of the World Cup become a bigger business each time.
Bibliography
About FIFA
http://www.fifa.com/about-fifa/who-we-are/index.html
History
http://www.fifa.com/about-fifa/videos/y=2014/m=11/video=the-story-of-fifa-2477121.html
Corporate brand
http://www.fifa.com/about-fifa/marketing/brand/index.html
Event brands
http://www.fifa.com/about-fifa/marketing/brand/event-brands.html
Corruption case:
www.bbc.com/news/world-europe-32897066
http://www.americasquarterly.org/content/series-scandals-have-not-only-tainted-fifa-undermined-trust-game-well
https://www.theguardian.com/football/2016/sep/09/fifa-opens-corruption-case-against-sepp-blatter-and-jerome-valcke
Paula Bitrián
Mavi Marín