Back to top

Analyst Blog

With just a day to go before the FIFA World Cup, the organizers of this huge sporting event find themselves in a spot of bother. Qatar being the host for the 2022 World Cup has raked up a controversy with allegations of bribery doing the rounds. FIFA partners and sponsors including big names like The Coca-Cola Company (KO - Analyst Report) and Anheuser-Busch InBev SA/NV (BUD - Snapshot Report) - are said to have voiced their concerns, demanding appropriate investigation.   

Three of the official World Cup sponsors -- Coca-Cola, Anheuser-Busch InBev and Adidas AG (ADDYY) -- were particularly not pleased with the situation. Coca-Cola is concerned that such scandals will hurt the ideals of the FIFA World Cup. On the other hand, Anheuser-Busch InBev expects that FIFA will take adequate steps to contain the situation. Adidas voiced that such allegations are not healthy for football, FIFA and the sponsors.  

These companies have spent millions on their respective FIFA World Cup marketing programs in a bid to boost their revenues in the upcoming quarters. Any negative publicity at this moment will harm the sponsor’s interest.  

Coca Cola has been associated with FIFA since 1974 and has sponsored the World Cup since 1978. The company kicked off its FIFA World Cup marketing program in Apr 2014.

The FIFA World Cup marketing campaign is part of Coca-Cola’s plan to invest $400 million in media in 2014 to reinvigorate its sparkling brands like Coke, Fanta and Sprite that are suffering due to challenges in the carbonated soft drinks (CSD) category.

Other than these three official World Cup sponsors, Mondelez International, Inc. (MDLZ - Analyst Report) and PepsiCo, Inc. (PEP - Analyst Report) are sponsoring the U.S team.

All four companies -- Coca Cola, Mondelez, Anheuser-Busch InBev and PepsiCo -- carry a Zacks Rank #3 (Hold). On the other hand, Adidas carries a Zacks Rank #5 (Strong Sell).

Please login to or register to post a comment.

New to Zacks?

Start Here

Zacks Investment Research


Are you a new Zacks Member or a visitor to

Top Zacks Features

My Portfolio Tracker

Is it Time to Sell?

One of the most important steps you can take today is to set up your portfolio tracker on Once you do, you'll be notified of major events affecting your stocks and/or funds with daily email alerts.

More Zacks Resources

Zacks Rank Home - Evaluate your stocks and use the Zacks Rank to eliminate the losers and keep the winners.

Mutual Fund Rank Home - Evaluate your funds with the Mutual Fund Rank for both your personal and retirement funds.

Stock/Mutual Fund Screening - Find better stocks and mutual funds. The ones most likely to beat the market and provide a positive return.

My Portfolio - Track your Portfolio and find out where your stocks/mutual funds stack up with the Zacks Rank.

Zacks #1 Rank Top Movers for Zacks #1 Rank Top Movers

Company Symbol Price %Chg
CENTURY ALU… CENX 22.53 +4.50%
ERBA DIAGNO… ERB 2.91 +4.30%
PLANAR SYST… PLNR 4.31 +3.86%
MALLINCKROD… MNK 72.17 +3.83%
GTT COMMUNI… GTT 12.06 +3.52%