French Football sponsors impose their rules

Hi all,
In less than 1 hour, the 27th Football Federation (France) will play the 130th one (Luxemburg),  according to the FIFA Coca-Cola ranking. It’s the worse ranking for Les Bleus, and this is mainly due to the appalling World Cup spectacle they offered the world in South Africa. Back to Paris, the French national team sponsors ran away from a sinking ship. They are back now with a new strategy: Base payouts on results and behaviour.

According to the FFF, France’s 12 sponsors will base their contributions over the next four years on results and behaviour following the team’s embarrassing World Cup campaign. A 10 to 15% bonus could be awarded to the French Football Federation if results and behaviour are deemed good enough. However, if they are not, there may be a 10 to 15 percent reduction in contributions.

“There will be bonuses and penalties based on results and image,” FFF vice-president Noel Le Graet told the press.

I mentioned in a previous article that several sponsors distanced themselves from FFF after the poor performance and behaviour in South Africa. Credit Agricole suspended an ad campaign showcasing Franck Ribery,  and GDF Suez said it would reassess its partnership with Les Bleus.

FFF president Fernand Duchaussoy said, though, that “The federation had now “restored a relationship of confidence with our partners”.

A quite bold move from FFF sponsors who do not want their brand to be associated with epic failure anymore. Although the French squad embarrassing campaign was predictable, it was an accident I believe, won’t happen again.

My take here is the sponsors acted (too) quickly in order not to be associated with Les Bleus bad performance. What is going to be the deal maker or deal breaker for a good behaviour? How will they judge good or bad results?

Is a final lost to Brazil or Germany a bad result? Is a player headbutting his opponent a bad behaviour?

On October 2nd, FFF released a report outlining a loss following the sponsors reimbursement post World Cup. Interesting concept: We win together, you lose…….alone!

You tell me!

Karl Lusbec

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