It's not hard to understand why Sepp Blatter is hanging on to his post with such insouciance. As gravy trains go, they don't get much more fun or remunerative than FIFA, argues Dougal Paver.
But it offers a telling insight in to Blatter's sense of himself and his worldview that, presiding as he is over FIFA's reputational collapse, he sees absolutely no reason to resign, nor to instigate the sort of root and branch reforms that saved the International Olympic Committee from the brink.
Put another way, he clearly cares nought for FIFA and its role as steward of the beautiful game.
The only way to begin the process of restoring FIFA's reputation is to start with Blatter's removal, then to reform the constitution of its council and the whole electoral process that governs it. Scrutiny and transparency must be everything, and fans must be given a real voice, too.
The quick route to this is for the game's major sponsors, such as Coca-Cola and adidas, to request Blatter's removal. In a sport where money talks loudest, this will have an immediate impact. It's interesting to note the campaigns that are gaining momentum on twitter and how they are seeking to pressurise the sponsors to act.
Theirs could be the next reputations on the line, therefore. Should they prop up a seemingly corrupt and self-serving elite at FIFA or bow to the wishes of their customers and ask for reform? I think we all know the answer to that.
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