The scandal surrounding the “One Love” armband at the World Cup has consequences for the German Football Association. Advertising partner Rewe distances itself from the world soccer association FIFA and ends the cooperation with the DFB. The DFB scrapbook, which is available from Rewe, is now being given away free of charge.
The Cologne retail giant Rewe is ending its cooperation with the German Football Association (DFB) with immediate effect because of FIFA’s decision on the “One Love” armband. The company wants to clearly distance itself from the attitude of the world governing body FIFA and the statements made by President Gianni Infantino and will therefore waive its advertising rights from the existing contract with the DFB, especially in the context of the World Cup, said CEO Lionel Souque.
“We stand for diversity – and football is diversity, too,” said Souque. “FIFA’s scandalous stance is totally unacceptable to me as the CEO of a diverse company and as a football fan.” The DFB announced on Monday that, contrary to the original plan, captain Manuel Neuer would not wear the “One Love” captain’s armband at the World Cup. The DFB and the other European associations involved decided to do this because of the threat of FIFA sanctions.
Rewe had already informed the DFB in October that it would not continue the long-term partnership agreement – at that time there was still no connection to the World Cup. According to the current decisions of FIFA, the group is putting the contract with the DFB on hold with immediate effect and waiving advertising rights, it said in Cologne. The company has already informed the DFB of this.
The collector’s album currently available from Rewe will be given away free of charge with immediate effect, the company will bear the costs, the retail giant announced. Rewe will donate all of the previous earnings from the album once the promotion ends. Despite the move, Rewe expressly wishes the German national team and all players every success for the World Cup. “We stand by your side and root for you!” Said Souque.
After the extremely controversial World Cup ban on the “One Love” bandage, a first major sponsor of the world football association FIFA called for a liberal attitude. “We are convinced that sport must be open to everyone,” said Adidas spokesman Oliver Brüggen to sid: “We support our players and teams when they work for positive change. Sport offers a stage for important issues. It is imperative to continue the discussion.”
(This article was first published on Tuesday, November 22, 2022.)
