Sponsors to stand by 2018 bid – experts 19/05/2010 |
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Sponsors of England’s 2018 World Cup bid will not be put off by the Lord Triesman scandal, according to industry experts.
Triesman stepped down as chairman of the bid and the Football Association at the weekend after the Mail on Sunday claimed he accused the Spanish and Russian football federations of bribery.
But Tim Crow, chief executive at Synergy, told Marketing magazine: "Brands that are backing the bid will inevitably be feeling less than happy, but they should take a sanguine approach. They weren't backing Triesman, they're backing the bid, which is and will remain very popular. Who wouldn't want the World Cup here?
"There's a long time to go before the vote, which gives them time to leverage their credentials as a supporter of the bid – in particular during the World Cup itself."
Tove Okunniwa, managing partner at MEC Access, expects BA, BT, Morrisons, PricewaterhouseCoopers and Npower to continue as official supporters of the 2018 campaign.
"I don't see much harm to the brands that are already on board as supporters of the bid,” she added. “They are supporting an ambition that is close to the hearts of many of their customers and being seen to do this is where they gain a lot of the value of this type of association.”
And Npower insisted it remains “completely committed” to the bid. Marketing director Kevin Peake said: “We believe that bringing the tournament to England would be great for fans and small businesses, bringing a welcome boost to the country's economy. We'll continue to do everything we can to make this happen."
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