It was particularly appropriate, perhaps, given that Coca-Cola and football go way back. The company, which has been an official World Cup sponsor since 1978, entered into a formal association with FIFA in 1974 – although its logo has saturated World Cup events since 1950. The partnership was initially ostensibly meant to promote youth development programmes, since there is clearly nothing better for youth development than ingesting sticky brown liquid that is bad for human health.
And there’s nothing like sponsoring football’s biggest competition to improve one’s international branding. Chinese firms have also caught on – they’re leading in spending for the Qatar World Cup.
In his book, El Fútbol a sol y sombra (Football in sun and shadow), first published in 1995, the renowned Uruguayan writer and die-hard football fan Eduardo Galeano remarked how every footballer had become an “advertisement in motion”- though not everyone was happy with that arrangement. In the mid-1950s, he recalled, when the prominent Montevideo club Peñarol had endeavoured to impose company advertising on its shirts, 10 members of the team had obediently taken to the field with the updated jerseys while Black player Obdulio Varela had declined: “They used to drag us Blacks around with rings in our noses. Those days are gone.”
To be sure, it’s never just fun and games when obscene quantities of money are involved. Take the case of Horst Dassler – the son of Adidas founder Adi Dassler, himself charmingly a former member of the Nazi Party – who in 1982 started a company called International Sports and Leisure, which promptly acquired exclusive marketing and TV rights to FIFA operations, including the World Cup. This was done by paying bribes to then-FIFA President João Havelange – the same Havelange who had graciously appeared alongside Argentine dictator Jorge Videla during the 1978 World Cup in Buenos Aires. (...)
But as the US well knows, corrupt self-enrichment and corporate impunity are business as usual in capitalism – which has also produced a “gentrification” of the sport itself, as researchers have shown. A study published by the Royal Society in December 2021 found that the “excessive monetisation of football” had led to increasing inequality between teams in major European leagues and a growing predictability of match outcomes. Even as those responsible for the sport’s governance claim to be globalising football, in reality, the process replicates the inequality endemic to corporate globalisation.
In his book, El Fútbol a sol y sombra (Football in sun and shadow), first published in 1995, the renowned Uruguayan writer and die-hard football fan Eduardo Galeano remarked how every footballer had become an “advertisement in motion”- though not everyone was happy with that arrangement. In the mid-1950s, he recalled, when the prominent Montevideo club Peñarol had endeavoured to impose company advertising on its shirts, 10 members of the team had obediently taken to the field with the updated jerseys while Black player Obdulio Varela had declined: “They used to drag us Blacks around with rings in our noses. Those days are gone.”
To be sure, it’s never just fun and games when obscene quantities of money are involved. Take the case of Horst Dassler – the son of Adidas founder Adi Dassler, himself charmingly a former member of the Nazi Party – who in 1982 started a company called International Sports and Leisure, which promptly acquired exclusive marketing and TV rights to FIFA operations, including the World Cup. This was done by paying bribes to then-FIFA President João Havelange – the same Havelange who had graciously appeared alongside Argentine dictator Jorge Videla during the 1978 World Cup in Buenos Aires. (...)
But as the US well knows, corrupt self-enrichment and corporate impunity are business as usual in capitalism – which has also produced a “gentrification” of the sport itself, as researchers have shown. A study published by the Royal Society in December 2021 found that the “excessive monetisation of football” had led to increasing inequality between teams in major European leagues and a growing predictability of match outcomes. Even as those responsible for the sport’s governance claim to be globalising football, in reality, the process replicates the inequality endemic to corporate globalisation.
