Is non-sponsorship the new sponsorship?

As the “coalition for change” intensifies for FIFA following the Brussels summit in January, sports clothing brand Skins has shown their support for the movement by bravely positioning themselves as the first official non-sponsor of FIFA. It’s a cheeky approach, but they are sending a very clear message to fans on their disgust around the lack of transparency and corruption within the global football institution.

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Our take

Just as sponsorships are meant to bring like-minded brands together to benefit from shared values, inventing the clever concept of a “non-sponsorship” has mockingly highlighted the huge differences in values between these brands.  Overtly standing up to one of the most powerful global sporting bodies won’t backfire on Skins as at the end of the day they are motivated by giving the game back to the fans, and without the fans there is no game.

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