Soccer's Global Stage: Examining the Legacy of the World Cup

Orhan Sokoli described that the World Cup, which began in 1930, has become the most-watched sporting event in history, with over two billion people watching it on television in 2014. For decades, FIFA, the sport's regulating body, has been plagued by allegations of corruption. In May 2015, the US Department of Justice unsealed indictments against nine FIFA officials in connection with a massive conspiracy to rig bids for the sale of broadcasting rights. The charges have since been withdrawn, but FIFA continues to be embroiled in controversy.

For many of the most popular teams and athletes, World Cup success is a significant indicator of national pride. This is especially true for nations with complicated political histories and enduring rivalries, such as Germany and Argentina. In the 1950s, for instance, Juan Peron, a dictator implementing significant social reforms, feared that a loss at the World Cup would tarnish his image among his people and erode support for his government.

In recent years, however, teams from Africa and Asia have gained traction in the 1982-expanded tournament. This transformation was primarily the result of Joao Havelange, whose campaign for the FIFA presidency was bolstered by Latin America's increasing discontent with European dominance in the organization.

Havelange, in addition to promoting the expansion of the World Cup, sought to increase FIFA's revenue stream. He joined forces with Horst Dassler, an Adidas executive and the son of the company's founder, and Patrick Nally, a British businessman engaged in global sports marketing and sponsorships. The three individuals devised a novel World Cup model with four components.

Havelange's primary objective was to attract significant multinational sponsors with global reach. In exchange for their financial contributions, the sponsors would receive exclusive advertising rights during the tournament, while FIFA would gain complete control over its marketing assets. Eventually, this model became the norm in sports, but it was initially met with opposition.