Sony Will Not Renew Its FIFA Partnership
According to Nikkei reports Sony will not renew its sponsorship contract with FIFA when it expires at the end of the year, preferring to invest the money in the company’s structural reforms.
Sony has been a sponsor and an official partner for the competitions organised by FIFA for the past eight years, in a contract worth over $280. “The existing contract with Sony runs until 31 December 2014 and we are currently in discussions with the brand,” a FIFA spokesman said in a statement issued to press.
If Sony decides to not renew the agreement, they will be the second sponsor that FIFA loses in a month, after Emirates Airline, who officially announced the conclusion of its partnership with the football organization. One of the arguments behind this decision can be the fact that FIFA is implicated into allegations of bribery for the 2018 and 2022 World Cups in Russia and Qatar, respectively.
Sony is expected to unveil their future strategy in the next days, betting that they will focus more on PlayStation 4 and image sensor segments from now on.