Three of Fifa’s biggest sponsors on Thursday night revealed they had joined Sony and Emirates in abandoning football’s beleaguered world governing body.
Castrol, Continental and Johnson & Johnson all confirmed to Telegraph Sport that they had severed their ties with the Sepp Blatter regime when their contracts expired last year – which proved to be among the most turbulent 12 months in its scandal-hit history.
The withdrawal of support from five of the world’s most recognisable brands represents a huge blow to the finances of Fifa, which nets around £1 billion from its commercial partners every four years.
None of the five sponsors in question has openly cited its numerous crises as being a reason for walking away, but the departure of so many in quick succession inevitably raises questions about whether Fifa has become toxic.
Sony was one of a number of its commercial backers to express concerns about allegations of wrong-doing around the award of the next two World Cups shortly before last summer’s tournament in Brazil.
The news that the electronics giant and Emirates would not be renewing their contracts as Fifa partners – the highest tier in its portfolio of sponsors – emerged while it was embroiled in a civil war over its inquiry into that scandal.
In that, its chief investigator quit in protest at attempts to suppress his findings, which Fifa was forced into agreeing to make public when its probe is finally concluded.
Emirates had long since decided not to renew its deal, revealing its reasons in a statement in November.
But Castrol, Continental and Johnson & Johnson – who were second-tier official World Cup sponsors – slipped away more quietly, each only confirming their departure when contacted by The Daily Telegraph.
Four of the five brands had long-term deals with Fifa, with Emirates and Continental’s involvement pre-dating the 2006 World Cup and that of Sony and Castrol starting before the 2010 tournament.
Castrol confirmed it was no longer a sponsor after being accused of failing to respond to a letter sent to it by New Fifa Now, a campaign aiming to impose reform on Fifa by putting pressure on those who bankroll it.
That first organised movement of its kind – which staged its official launch on Wednesday at the European Parliament in Brussels – is fronted by Conservative MP Damian Collins.
Responding to news that so many sponsors had abandoned Fifa, he said on Thursday night: “Fifa is a toxic brand. I think that’s why companies who care about their reputation don’t want to be associated with [it].
“That means they in turn must feel their customers, who would include football fans around the world, don’t want them to be associated with Fifa either.
“So I would call on all Fifa sponsors to reconsider their association with Fifa and call on football fans and the customers of those brands to speak out against them continuing any sponsorship association as well.”
Confirming its departure, Castrol wrote in an email exchange with The Daily Telegraph: “We have not been sponsors of Fifa since, I believe, the World Cup last year.” It did not elaborate on its reasons for not renewing its contract.
A spokesman for Johnson & Johnson said of its own exit: “It was a decision that was made for business reasons after a comprehensive review.”
Continental also said it had re-evaluated its sponsorship goals following its third successive World Cup, a spokesman adding: “It was a great platform for us and now we’re using football on a regionalised level.”
Fifa’s recent travails have failed to deter a number of its backers from renewing their contracts, while it secured energy giant Gazprom in 2013 as an official partner for the next World Cup in Russia.
A similarly parochial imperative is expected to lead to Qatar Airways replacing Emirates for that tournament and the next in its home country in 2022.
As well as writing to Castrol to enlist its support, New Fifa Now also contacted Fifa partners Coca-Cola, Adidas and Visa, and World Cup sponsor McDonald’s.
None responded to requests for comment from Telegraph Sport on the movement’s claims that they, too, had failed to respond to its letter.
New Fifa Now will step up its campaign on Friday when sportswear manufacturer Skins, the chairman of which is one of the movement’s founders, announces itself as Fifa’s first ‘official non-sponsor’.
It will stage a mock sponsorship activation on the website www.officialnonsponsor.com and has taken out a full-page advert in Blatter’s local Swiss newspaper tomorrow.
Skins chairman Jaimie Fuller said: “I’m delighted this ongoing non-deal highlights all the values we don’t share with Fifa.
“It is an exciting non-association which will shine a light on the organisation’s unprogressive stance, discredited values and all round non-integrity.” He added: “This anti-Fifa stance is intended to be fun and engaging but it carries a very serious message in support of newfifanow.org.
“We’re subverting traditional sponsorship activities to make a very clear statement, ‘Sepp, we just want football back’.”
The launch of New Fifa Now has been timed to coincide with Fifa’s presidential election campaign, which will kick off after next Thursday’s deadline for nominations.
Blatter is facing potential challenges from several quarters, although only Fifa vice-president Prince Ali Bin Al-Hussein of Jordan appears in a position to obtain the endorsement of five national associations, which is required for candidates to be eligible to stand.
Former Fifa executive Jérôme Champagne has resorted to pleading for the necessary nominations, while the former head of the governing body’s technical committee, Harold Mayne-Nicholls, has yet to decide whether to stand.
David Ginola is still trying to recover from disastrous campaign launch a week ago at which the revelation he was being paid £250,000 by a well-known bookmaker to run undermined the credibility of his bid.
However, it was said on Thursday that he had secured an audience with Uefa president Michel Platini, his former national team manager with France, who has long been expected to endorse Prince Ali as his preferred Fifa presidency candidate.
Commercial break: Five official partners who have called it quits
Sony: Signed a £160 million contract in 2005 as one of Fifa’s first 'partners’ after it revamped its sponsorship portfolio. Seven-year deal began in 2007, after Philips’ link with Fifa ended.
Johnson & Johnson: Signed in 2011 for one World Cup as Brazil tournament’s official health care sponsor. Decided against renewing deal for Russia 2018 or beyond.
Castrol: Joined the Fifa family in 2008 in a deal described as the biggest in its 100-year history. A World Cup sponsor, it signed on until after the 2014 tournament.
Continental: Commercial backer of Fifa since 2003, tyre company took up option of becoming World Cup sponsor ahead of 2010 event, with option to extend to 2014.
Emirates: Became sponsor at 2006 World Cup before getting partner status. Decided not to continue beyond 2014, as terms “did not meet expectations”.
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