The DFB announced on Monday that, contrary to the original plan, captain Manuel Neuer would not wear an armband at the World Cup.
(Photo: dpa)
Dusseldorf The Cologne retail giant Rewe ends its cooperation with the German Football Association (DFB). The company announced this on Tuesday. The background is that, contrary to what was initially announced, captain Manuel Neuer will not wear the “One Love” armband in the World Cup game against Japan on Wednesday.
Actually, the DFB and other European associations wanted to set an example with the armband. The World Cup host country Qatar has been criticized for its oppression of homosexuals and women. After the world association Fifa announced sanctions, the associations withdrew their project on Monday, which caused widespread criticism.
Now the DFB even loses a sponsor prematurely. “For me, as the CEO of a diverse company and as a football fan, Fifa’s scandalous attitude is absolutely unacceptable,” said Rewe boss Lionel Souque. The supermarket chain is therefore waiving its advertising rights from the existing contract with the DFB. This applies in particular in the context of the current World Cup.
Rewe contract with the DFB would have expired
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However, the retail chain could also want to use the momentum: Rewe had already announced in October that it would not continue the long-term partnership contract with the DFB. It was initially not known how long the contract would have run.
After the current decision by Fifa, the group is putting the contract on hold with immediate effect. The company has already informed the DFB of this. The DFB did not initially react to Rewe’s decision.
“Fifa’s scandalous stance is totally unacceptable to me as the CEO of a diverse company and as a football fan.”
(Photo: imago images / sepp spiegl)
The current World Cup is difficult terrain for football sponsors. Critics accuse them of wanting to enrich themselves from the tournament, despite the problematic human rights situation in the host country. Many European supporters of Fifa and the sponsors of the World Cup in Qatar are therefore only reluctant to advertise.
Because many consumers are not in football fever in view of the energy crisis and the unusual organization of the World Cup in winter, retailers are not expecting big business from the tournament either. That is why many retailers do not have any special offers or promotional items.
Retail group wants to give scrapbooks away for free
At the end of October, Rewe also reported to the Handelsblatt that the World Cup “is attracting less interest than previous major tournaments”. For customers, the focus is more on the Christmas season. At least it was hoped in Cologne that there would be “positive spillover effects” on the sale of drinks or snacks.
With the end of the support of the DFB, Rewe also wants to give its scrapbook to customers free of charge, the retail giant announced. Rewe will donate the previous income from this after the end of the promotion. To whom is still unclear. Brand experts had advised companies to take this step before the World Cup in order to set an example.
More: Controversial World Cup in Qatar: How Adidas, Coca-Cola or McDonald’s justify their sponsorship