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赞助商对FIFA腐败表关注但不撤广告

Today, when news of a sports scandal breaks, it becomes a problem for everyone involved, including corporate¹ sponsors and advertisers. They can pay a heavy price for their actions — or inaction.

今天，当体育界的丑闻爆发时，它会波及每一个利益相关者，包括企业赞助商和广告商。他们的作为或者不作为，都伴随着巨大的代价。

“Sponsors and advertisers really have to react almost immediately when news of a scandal breaks," said Lee Igel, co-director of Sports & Society, a New York University academic program. "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. You can really try to read the market, read customers and see how people are feeling. Now, that no longer exists.”

纽约大学体育与社会系联席主任李·伊格尔说：“你现在可以看到，当丑闻爆发时，赞助商和广告商真的不得不立刻做出反应。而在以前，即使是过去几年，我们仍然可以看到会有一些观望。那时你真的可以试着解读市场，解读客户和人们的感受。现在，这样的机会不复存在了。”

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

在掌管足球运动的国际足联，利益牵扯尤其深。也许因为太深了，所以没有哪一个主要赞助商能抽身世外。伊格尔说，有太多的钱和太多的年度计划，任何赞助商都不可能轻易言退。

Meanwhile, four sports marketing² executives and an unnamed “major U.S. sportswear company” — widely presumed to be Nike — are at the center of investigations³ into alleged⁴ bribes⁵ and kickbacks⁶.

与此同时，四名运动市场营销高管和一个没有点名的“美国主要运动服装公司”，---人们普遍认为这是耐克（Nike），也是FIFA贿赂和回扣案的调查对象。

Economist⁷ Fredy Marin said FIFA established its own set of financial rules, leaving corporations with little choice.

经济学者弗雷迪·马林（Fredy Marin）说，国际足联建立了自己的金融规则，让合作公司别无选择。

“The rules were there," Marin said. "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.’ ”

他说：“规则就摆在那里。他们唯一要做的就是接受。他们说，‘好吧，如果你想要做广告，你必须支付额外的费用才能拿到授权。你愿意这样做吗? 哦，有另外的选择吗? 没有！所以，我必须这么做。’”

Ethics⁸ and compliance⁹ expert Jeff Thinnes of JTI Inc., a business strategy consultant¹⁰, thinks otherwise.  He said corporations collectively carry heavy economic weight and influence, and only need to understand how to use it effectively.

伦理和守法专家、JTI公司首席执行官和创始人杰夫·廷内斯（Jeff Thinnes）却有不同的想法。他说，各公司作为集合体，有着巨大的经济份量和影响力，它们只需要了解如何有效地使用它。

“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," Thinnes said. "I mean, if they were a country, that would put them roughly 25th or 27th on the list of GNI [gross national income] top countries in the world.”

他说：“在大约12家顶级和次顶级的赞助商中，如果你查看他们共同的年度利润，你会看到约 4500 亿美金。我的意思是，如果他们是一个国家，那么他们的GNI（国民总收入）在世界上可以排到约25到27名。

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.

廷内斯说，现在体育界缺乏一份“诚信公约”，也就是一份竞争公司之间在追求商机时增加透明度的协议。