Kia stands by Fifa as fellow sponsors pull back from corruption scandal

Kia: standing by Fifa despite corruption scandal
Kia: standing by Fifa despite corruption scandal

Kia-Hyundai has "no plans" to end its World Cup sponsorship, as fellow sponsors Sony, Emirates, Coca-Cola and Visa distance themselves from the growing corruption scandal surrounding Fifa.

The news comes after Emirates decided to drop its World Cup sponsorship, which began in 2006 and ends this year.

Sony is reportedly set to follow suit, after Fifa was accused of botching an investigation into how the 2018 and 2022 competitions were awarded to Russia and Qatar respectively.

A spokesman told Marketing: "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."

Kia in 2010 extended its contract with Fifa to cover the 2018 and 2022 World Cup tournaments, at a reported cost of £182m.

Fifa recently investigated the bidding process that resulted in Russia and Qatar hosting the next two tournaments, after allegations of corruption made by The Sunday Times.

The governing body exonerated both countries, but that conclusion was immediately undermined by lead investigator Michael Garcia, who claimed Fifa had misrepresented his findings.

Fifa has not published the full report for legal reasons, but is now under considerable pressure to make the investigation public.

Visa, another of Fifa's six major 2014 World Cup sponsors, criticised the investigation this week and pushed the body to make its findings "visible to all". Coca-Cola described the investigation as "disappointing", though neither company seems set to end their contracts.

According to Bloomberg, Adidas last year extended its partnership with Fifa until 2030 and also has no intention to alter its plans.

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