Korean automotive manufacturer Hyundai-Kia has pledged to stand by Fifa after financial services giant Visa became the latest top-tier partner to criticise football’s world governing body due to the ongoing fallout from the investigation into alleged corruption in the 2018 and 2022 World Cup bidding process.
Emirates airline recently opted against renewing its World Cup sponsorship and Japanese electronics company Sony is set to follow suit, according to multiple reports.
But in a statement to Marketing Magazine, Hyundai-Kia underlined its commitment to its present deal relating to the global football showpiece, which covers the 2018 and 2022 editions of the tournament.
A company spokesman said: “Kia Motors Corporation will not comment on business decisions made by Sony or Emirates. Kia has a current contract with Fifa to deliver a great sporting event to fans of football around the world. We currently have no plans to cancel that contract as our commitment is to the fans.”
Top sponsors McDonald’s, Coca-Cola and Adidas have expressed displeasure with Fifa’s handling of the investigation into the award of the next two World Cups to Russia and Qatar. Visa has now echoed their stance, calling for greater transparency in Fifa’s decision-making process in order to restore trust across the football community.
On its Tumblr page, Visa said: “We are troubled by the recent events surrounding Fifa. In our discussions we have clearly stated that greater transparency and more open, forthright communications is not only paramount, but the only way in which public trust in Fifa, and all that it represents, will be restored. It is our expectation that Fifa will act accordingly and take swift action to resolve these issues in a manner that is meaningful and visible to all.”
Like McDonald’s, Coca-Cola and Hyundai-Kia, Visa is currently committed to Fifa for the 2018 and 2022 World Cups alongside Anheuser-Busch. Adidas penned a long-term agreement running through 2030 in November last year.