#NewFIFANow welcomes Coca-Cola support for
independent FIFA reform
18 July 2015
#NewFIFANow has welcomed the news from the Coca-Cola Company calling for an independent, third party commission overseen by an eminent person to be responsible for reforming FIFA.
#NewFIFANow has been calling for an independent, time-limited FIFA Reform Commission since its formation in January.
“We applaud Coca-Cola for having the courage to set the benchmark for FIFA’s sponsors,” said #NewFIFANow Co-Founder, Jaimie Fuller.
“Sport – and particularly football – has a powerful role to play in society and in reflecting community values.
“Regrettably in football, this hasn’t been the case. Instead, we have a world governing body of the sport whose reputation is at an all-time low, and whose way of conducting aspects of its business has been alleged by US and Swiss authorities to be endemically corrupt.
“The reason we say there must be independent reform of FIFA led by an eminent person is because FIFA has had so many faux go’s that we know they can’t be trusted to do it themselves.”
Together with Playfair Qatar, the International Trade Union Confederation and Fuller’s company SKINS, #NewFIFANow called-out FIFA’s eight major sponsors in May because of their hypocrisy in valuing business integrity and human rights on the one hand, and sponsoring FIFA on the other.
“This hypocrisy has now been acted upon by Coca-Cola,” Fuller said.
Coca-Cola has said it wants to see independent FIFA reform led by an eminent person because of its deep commitment to ethics and human rights, and its wish to see FIFA succeed in the long term.
Coca-Cola is FIFA’s longest-standing sponsor, having continuously partnered with the organisation in 1974.
Fuller said it is now up to FIFA’s seven other sponsors to come on board so they can stand with Coca-Cola on the right side of history.
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