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Fifa’s biennial World Cup plan draws negative reaction from sponsor Adidas

Fifa’s biennial World Cup plan draws negative reaction from sponsor Adidas

  • Adidas CEO says ‘one should also leave space for other things’
  • Company’s relationship with Fifa goes back more than 50 years

Last modified on Tue 12 Oct 2021 08.29 EDT

Fifa’s plan to hold a biennial World Cup has been negatively received by one of the governing body’s principal sponsors, Adidas. The reservations expressed by the sportswear company’s chief executive, Kasper Rørsted, follow heavy criticism of the proposal from clubs and players in Europe.

“I don’t think much of a football World Cup held every two years,” Rørsted told the Swiss newspaper Neue Zürcher Zeitung. “There’s a European Championship here, there’s a Copa América in Latin America. One should also leave space for other things.

“I am a passionate football fan … but I think it is important that not only football is shown on television but also biathlon, skiing, tennis or handball. If you push just one product heavily it is not good for any product.”

Adidas is one of Fifa’s six commercial partners and has a relationship with world football’s governing body that dates back more than 50 years. It has supplied the World Cup ball since 1970.

The plan to hold a World Cup every two years has been particularly fiercely criticised by Uefa, which has expressed “grave concerns” and raised the prospect of a boycott.

This post was originally published on this site

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