Soccer sponsors raise pressure on FIFA over Qatar claims

Other venues

A large soccer ball-shaped installation promoting Sony Corp's partnership with FIFA is hung at Sony Corp's headquarters in Tokyo in this June 19, 2009 file photo. [Photo/Agencies]

FIFA bribery scandals

FIFA is now facing calls to strip Qatar of the World Cup should Garcia's investigation prove that it bought the votes needed to host the tournament.

The United States, Australia, Japan and South Korea were the rivals who lost out to Qatar in the 2010 vote and are all safer choices as former hosts of major sporting events and developed markets for consumer brands.

US broadcaster Fox, which paid an estimated $425 million for rights to the 2018 and 2022 World Cups, was already unhappy with plans to switch the dates of the Qatar tournament to later in the calendar year when it would clash with the NFL American football programme.

Both fans and sponsors would be likely to cheer a switch to a different venue, although Qatar would be certain to mount a legal challenge to keep the Cup.

"None of the sponsors would want it to be held in Qatar," said David Peters, managing director of marketing company Dentsu Aegis Network Sport & Entertainment.

"FIFA haven't given a great deal of consideration to sponsors. The sport is so big, they are less beholden than other sports," he added.