广告赞助商对国际足联腐败问题表示担忧

广告赞助商对国际足联腐败问题表示担忧

Today,when news of a sports scandal breaks,it becomes a problem for everyone involved corporate 1 sponsors and advertisers.

现如今体育界爆发丑闻时企业赞助商及广告商在内的每一个利益相关人士都会被牵涉。

Their actions and inactions come at a heavy price.

他们的作为或不作为都会带来沉重代价。

“Sponsors and advertisers have to react almost immediately when news of a scandal breaks. Before,in the past, even in the past handful of years, we've been able to see that there can be a little bit of a waiting period. You can really try to read the market, read customers and see how people are feeling. Now, that no longer exists.”

“当丑闻出现时赞助商和广告商必须即刻做出反应。而在以前，甚至过去几年，我们仍然能够看到会有一段观望期。你真的可以尝试解读市场，理解客户及人们的感受。现在这已经不复存在。”

In the case of football's governing body FIFA, the stakes are particularly high-perhaps so high that no major sponsor has yet to pull out.

比如执掌足球运动的国际足联所牵涉的利益尤其更深。也许因为太深的缘故，因此没有一家主要赞助商能全身而退。

Igel said there is too much money and too many years of planning involved for any sponsor to easily back down.

伊格尔表示有太多的金钱利益及耗费数年的计划，因此任何赞助商都无法轻易退出。

Meanwhile, four sports marketing 2 executives and an unnamed “major U.S. sportswear company”widely presumed to be Nike are at the center of investigations 3 into alleged 4 bribes 5 and kickbacks 6.

与此同时，4名运动市场营销高管及一家未被点名普遍传言是知名品牌耐克的“美国主要运动服装品牌公司”也是FIFA贿赂及回扣的调查对象。

Economist 7 Fredy Marin said FIFA established its own set of financial rules, leaving corporations with little choice.

经济学家弗莱迪·马林表示国际足联构建了自己的一套金融规则，使得合作公司别无选择。

“The rules were there.The only thing that they had to do was accept it. They say, OK, if you want to advertise, you have to pay extra fees in order to gain your rights. Are you willing to do it? Oh, is there another option? No! So, I have to do it.”

“规则就是这样。他们唯一要做的是只能接受。他们会说，好吧，如果你想要登广告，你必须支付额外费用才能拿到授权。你想登广告吗?哦，有别的选择吗? 没有！所以，我只能这样做。”

Ethics 8 and compliance 9 expert Jeff Thinnes of JTI Inc., a business strategy consultant 10, thinks otherwise.

JTI公司伦理及法务专家，首席执行官兼经营战略顾问的杰夫·迪内斯却有着截然不同的想法。

He said corporations collectively carry heavy economic weight and influence, and only need to understand how to use it effectively.

他表示共同有着巨大的经济影响力的各公司只需要了解如何有效运用。

“Of the roughly 12 tier-one and tier-two corporate sponsors, if you look at their collective annual revenue, you reach something like 450 billion. I mean, if they were a country, that would put them roughly 25th or 27th on the list of GNI top countries in the world.”

“纵观这12家一级及二级赞助商，如果你翻查他们共同的年度利润，你会发现约有4500亿美金。我的意思是如果这是个国家，那么他们的国民总收入可以在世界上排到第25至27位。"

Thinnes said that what's missing in the world of sports is an “integrity pact”an agreement among competing corporations to increase transparency about how they pursue opportunities.

迪内斯表示现在体育界缺少的是“诚信公约”，即竞争公司在追求商业利润增加的同时增加其中透明度的协议。