Governing Bodies
DESPITE TOKYO 2020 POSTPONEMENT, LONG-TERM SPONSORS PLEDGE TO STAND BY OLYMPICS
Major corporate sponsors of the Tokyo 2020 Olympics are standing by the International Olympic Committee (IOC) after the Games were postponed and experts familiar with the deals said the companies would not likely seek the return of billions of dollars committed to the agreements.
Fourteen global companies including Coca-Cola Co, Procter & Gamble Co and Intel Corp spent US$500 million (S$725 million) this year and have committed close to US$4 billion on multi-year contracts that designate them as top-tier sponsors, according to research firm Global Data.
On Tuesday (March 24), the Tokyo Games were postponed to 2021, a first in the 124-year modern history of the event, due to the coronavirus pandemicwhich has prompted governments to shut businesses globally.
After the announcement, four major sponsors, Procter & Gamble, Intel, Airbnb and Coca-Cola, reaffirmed their commitment to the Games. Bridgestone Corp will seek “creative solutions” in a delay, it told Reuters ahead of the announcement.
“As the longest standing sponsor of the Olympic Games, we remain committed to working together with the IOC and TOCOG (Tokyo Organising Committee) to create a successful and safe event,” said a Coca-Cola spokesman.
Despite the severe financial toll on the sponsors, the companies generally consider themselves long-term partners of the IOC.
“No doubt, the IOC and Japan are working hand-in-hand with those 14 sponsors,” said Jason Karlov, a partner at law firm Barnes & Thornburg, who has worked on previous IOC sponsor deals. “They keep the Olympic movement functioning and thriving.”Beyond the Olympics, the pandemic has forced the cancellation of nearly every national and regional sporting event in the coming months. Lawyers involved in those deals said many corporate sponsors, often smaller companies hard hit by the outbreak, are trying to back out and get their money back.
However, even if a company wanted its Olympic sponsorship money returned, it is unlikely the deal with the IOC allows it, according to those lawyers familiar with the deals.
The sponsorship dollars are crucial to the operations of the IOC, which is a non-profit organisation funded primarily by broadcast rights and revenue from top sponsors. The companies generally pay a portion of the total contract upfront when they sign and the remainder is paid in installments over the length of the agreement.
Reuters did not view the sponsorship contracts, but those familiar with the deals said every contract differs and the delay of the Tokyo Games may not necessarily trigger any obligation for the IOC.
Some sponsorship deals might require the IOC to provide “make good” compensation to its sponsors for a postponement of one year or more, lawyers said.
Make goods might include product placements for manufacturers of consumer goods, promotional footage or “meet and greet” events during the Olympics, said Eric Bergner, a lawyer for Manatt, Phelps & Phillips in New York.
Even with sweeteners, some companies may find it difficult to remain in long-term pricey contracts as the spread of coronavirus takes a huge toll on the global economy, one senior media executive said. “Nothing is off the table.”
McDonald’s Corp pulled out of its long-term Olympics sponsorship in 2017 when the restaurant chain was overhauling operations and cutting costs.
“I think it is definitely a possibility that some sponsors may seek to terminate their sponsorship entirely, based on overriding hardships,” said James Johnston, a partner at law firm Davis and Gilbert, which represents a current top IOC sponsor.
Michael Lynch, a partner at sports marketing company 3 Emerald Marketing, said the IOC likely will work with sponsors even if it is not required to.
“The IOC has an obligation to respect the integrity and spirit of the agreements, which was delivering a Winter and Summer Games within a four-year period,” said Lynch, who has worked on Olympic sponsorship deals, including 17 years with Visa Inc.
“The last thing the IOC will do is be at odds with the commercial organisations that partner to fund these Games,” he said.
The FIFA Museum in Zurich has launched a new special exhibition titled Innovation in Action: Football Technologies on and off the Pitch, offering visitors an unprecedented glimpse into how innovation is transforming the world’s most popular sport.
Opened on Monday, October 1, 2025, the immersive showcase was developed in collaboration with the FIFA Innovation Team and other departments within world football’s governing body. It explores how cutting-edge technology supports players, referees, and fans—enhancing performance, ensuring fairness, and enriching the overall football experience—while preserving the game’s passion and human spirit.
“What makes this exhibition truly special is that we can give visitors a never-before-seen behind-the-scenes look that allows them to step inside football innovation, experiencing it hands-on rather than just reading about it,” said Marco Fazzone, Managing Director of the FIFA Museum. “We offer a glimpse at technologies and tools that fans don’t normally get to experience up close, while also showing how innovation has evolved over almost 100 years of FIFA World Cup history.”
Organised around five themed sections — Broadcasting & Media, Intelligent Data, Refereeing & Fair Play, Staging the Game, and the Innovation Lab — the exhibition blends rare artefacts with interactive displays. Visitors can relive football’s broadcast evolution, from the black-and-white footage of the 1954 World Cup to today’s ultra-slow motion 4K replays, and even step into a virtual referee booth to experience the pressures of officiating in real time.
Among the standout features is the FIFA Player App, which allows fans to explore Chelsea star Cole Palmer’s performance statistics from the FIFA Club World Cup 2025 Final, illustrating how data helps players refine their craft.
Another exhibit showcases Canada goalkeeper Kailen Sheridan’s water bottle from the FIFA Women’s World Cup 2023 — marked with opponents’ penalty data — revealing how analytics influence critical moments.
Visitors can also view a referee body camera used at the FIFA Club World Cup 2025, giving a fresh perspective on decision-making from the official’s point of view.
The exhibition invites visitors to engage directly with football technology. They can test their reflexes and judgment as referees, operate goal-line technology systems, or assume the role of a broadcast director managing live match feeds. Data enthusiasts can analyse player movements, while aspiring innovators can design their own football tech concepts inside the Innovation Lab.
Innovation in Action runs until 31 March 2026 at the FIFA Museum in Zurich. Entry is included with a standard museum ticket.
With its rich mix of storytelling, interactivity, and history, the exhibition promises to be a must-see experience for anyone passionate about the future of the beautiful game.
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FIFA President Gianni Infantino said on Thursday that football could not solve conflicts, but it must carry a message of peace and unity as Israel’s military operation in Gaza and other global tensions fuel calls for the sport to take a stand.
“At FIFA, we are committed to using the power of football to bring people together in a divided world,” Infantino told a FIFA Council meeting in Zurich where he met Palestinian federation president Jibril Rajoub.
“Our thoughts are with those who are suffering in the many conflicts that exist around the world today, and the most important message that football can convey right now is one of peace and unity.”
Infantino said world football’s governing body could not solve geopolitical crises, but “it can and must promote football around the world by harnessing its unifying, educational, cultural and humanitarian values.”
“I met Palestinian Football Association (PFA) President Jibril Rajoub today at the Home of FIFA in Zurich to discuss the ongoing situation in the Middle East region,” Infantino later wrote on Instagram.
“I commend President Rajoub and the PFA for their resilience at this time and I reiterated to him FIFA’s commitment to using the power of football to bring people together in a divided world.”
FIFA has faced repeated calls to act over the war in Gaza, with Palestinian officials pressing for Israel to be suspended from international football.
The issue has been under review by FIFA for months, but no decision has been taken. Infantino has consistently said such matters require consensus with the confederations and must be handled with caution.
The comments came a day after FIFA Vice President Victor Montagliani noted that any decision over Israel’s participation in European competitions, including World Cup qualifiers, was a matter for UEFA to decide, effectively putting the onus on the European body.
“First and foremost, it (Israel) is a member of UEFA, no different than I have to deal with a member of my region for whatever reason… They have to deal with that,” Montagliani told reporters at the Leaders sports business conference on Wednesday.
Israel are third in Europe’s Group I of the qualifying stage for next year’s World Cup in the U.S., Canada and Mexico. Amnesty International on Wednesday sent a letter to FIFA and UEFA calling on them to suspend the Israel Football Association.
-Reuters
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The Nigeria Football Federation (NFF) has dismissed reports suggesting that its Statutes will be amended at this year’s Annual General Assembly (AGA), insisting that no such plans are on the table for the September 27 meeting.
In a statement, the Federation stressed that the ongoing conversation around its Statutes remains at a preliminary stage and that suggestions of imminent changes are unfounded.
Ahead of the AGA, the NFF will host a workshop on September 26, bringing together representatives of its members, as well as officials from FIFA and CAF. According to the Federation, the forum is strictly consultative, designed to deliberate on proposals for new Statutes in line with the principles of good governance and international best practices.
The NFF explained that only after consensus is reached with its members will a separate General Assembly be convened to formally consider and adopt any proposed Statute changes.
“The NFF remains committed to due process, transparency, and working hand-in-hand with its General Assembly Members, FIFA, and CAF,” the statement read.
“The ultimate goal is to establish enduring Statutes that will strengthen governance, broaden representation, and promote inclusivity within Nigerian football.”
The Federation added that the long-term reform framework is aimed at ensuring stability and progress across its structures and enhancing the participation of all stakeholders in the country’s football administration.
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